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Camp + King will lead strategic branding and creative work for the Del Taco and is expected to develop an ad campaign that will include TV, radio, digital, in-store and other traditional and non-traditional media. The company is the third-largest restaurant operator in Orange County, after Louisville, Ky. -based Yum Brands Ines Taco Bell Corp. in Irvine and BJ's Restaurants Inc. of Huntington Beach.
MARKETING: From Doner to S.F.-based Camp + King
Del Taco LLC has hired a new ad agency as it expands into new markets.
The Lake Forest-based fast food chain, owned by Del Taco Holdings Inc., selected San Francisco-based Camp + King as its new agency of record.
The account had an estimated $11 million in billings in 20 1 1 , according to New Yorkbased Nielsen Co.
The move effectively ends Del Taco's four-year relationship with the Newport Beach office of Doner Co., based in Southfield, Mich.
Doner's local office still handles Minnetonka, Minn. -based UnitedHealth Group Inc., among other accounts, and remains among the largest ad shops in OC with annual billings estimated at more than $100 million. Doner declined comment on Del Taco's move.
The change in agencies followed an account review managed by Select Resources International in Santa Monica.
'We were looking for a creative team with big ideas that could bring the brand to life across all our assets," said John Cappasola, chief brand officer of Del Taco. "We were very strategic and selective in our approach. Camp + King was able to demonstrate strong alignment. So we feel good about the choice and look forward to getting things up and running."
Camp + King is less than 2 years old and was founded by Roger Camp and Jamie King. The duo met at San Francisco-based Publicis & Hal Riney and worked on many accounts together, including Wal-Mart and Wrigley, said King, who is chief executive of the agency.
Camp held the chief creative officer position at Hal Riney before leaving to start Camp + King, where he holds the same title.
Camp + King will lead strategic branding and creative work for the Del Taco and is expected to develop an ad campaign that will include TV, radio, digital, in-store and other traditional and non-traditional media. The first work from the new agency is expected to launch in early 20 1 3.
"The Del Taco account is a great addition for us on many levels and gives us the opportunity to grow into the quick-service restaurant market," King said.
The agency's other accounts include retailers Gap and Old Navy, both units of San Francisco-based Gap Inc.
The company doesn't currently have plans to open an Orange County office but hasn't ruled it out.
"It's something we'd consider depending on what Del Taco's needs are," King said.
Exec Changes
The new advertising direction follows changes Del Taco made to its executive lineup earlier this year in operations, marketing and finance, along with announcements to enter the Atlanta market and expand its presence in Texas.
Cappasola was promoted from vice president of marketing to chief brand officer last year, while Noah Chillingworth was promoted from senior director of brand marketing and advertising to vice president of marketing. Del Taco also promoted Pete Honer, formerly vice president of business insight and planning, to the new position of senior vice president of finance.
The company hired David Pear as senior vice president of operations to oversee company-owned and franchised restaurants. It created a new position for former company consultant Chad Gretzema, who now serves as senior vice president of operations support and engagement.
Del Taco plans to open 60 restaurants during the next few years in the Atlanta area, where it now has two locations.
The company first expanded into Texas two years ago with Dallas and Fort Worth locations. It added two restaurants in the Houston area this year and plans to add 40 more during the next several years. Del Taco last week announced plans to add about 10 locations to the Austin area, with the first one slated to open in October.
Del Taco also announced last week a new franchise agreement with Dothan, Ala. -based Larry Blumberg & Associates to open 20 Del Taco restaurants throughout Alabama and Northern Florida.
Del Taco was founded in 1964. It has 546 company-owned or franchised restaurants in 17 states, with the majority in California.
The company is the third-largest restaurant operator in Orange County, after Louisville, Ky. -based Yum Brands Ines Taco Bell Corp. in Irvine and BJ's Restaurants Inc. of Huntington Beach.
Del Taco had revenue of $591 million in 20 1 1 , up 2% from a year earlier. It has 67 restaurants in Orange County with 1,250 employees, including workers at its headquarters.
Copyright CBJ, L. P. Sep 3-Sep 9, 2012