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Doner Doing Del Taco Ads, Corporate Culture Rallies

W.B. Doner & Co., the second-largest ad agency in Orange County, has started a branding campaign for Lake Forest-based Mexican fast food chain Del Taco LLC.

The campaign, dubbed “go bold or go home,” is designed to reflect the scrappy culture of Del Taco, according to Sharon Fogg, senior vice president of marketing at the restaurant operator. Del Taco is a distant No. 2 in its segment to biggie Taco Bell Corp. of Irvine, part of Kentucky-based Yum Brands Inc.

The campaign includes commercials, restaurant materials and marketing to Del Taco employees.

The company plans to hold seven to 10 sales rallies to bring in all employees,from shift managers to cooks,to pitch what “go bold” means to the company culture, said Tim Blatt, president of the Newport Beach office of Doner.

As part of the irreverent campaign, a Doner commercial featuring a grandmother ordering a stripper poll started airing last week in California, Nevada, Utah and Arizona.

“Grandma is bold and has this zest for life,” Blatt said.

Another TV spot is planned for this week.

Other work includes restaurant bags, cups, tray liners and cardboard displays, as well as radio commercials with KROQ.

Del Taco, part Nashville, Tenn.-based Sagittarius Brands Inc., also is advertising at Honda Center, Angel Stadium of Anaheim and University of Arizona Stadium, home of the Arizona Cardinals.

The goal is simple: get more 18- to 34-year-old guys into Del Taco, according to Fogg.

The strategy echoes that of Carl’s Jr., part of CKE Restaurants Inc., which goes after young guys with sometimes raunchy ads.

Doner picked up the work about five months ago. Tustin-based Brainsaw did Del Taco’s previous ads, including its “feed the beast” commercials.

“We started from scratch,” Blatt said.

Doner is handling creative and design work, consultation and playing an advisory role for the campaign and sales rallies.


OCeanfront: 2nd Issue

OCeanfront magazine, a visitor publication backed by coastal hotels and tourism bureaus, is out with its second issue this month.

This time around, the magazine struck a deal with American Express Co. to have the issue sent to its cardholders.

Oceanfront, a venture of hotels in Huntington Beach, Laguna Beach, Newport Beach and Dana Point, mailed the magazine to 75,000 of American Express’ top cardholders.

“We looked at the propensity for travel, geographic and wage categories,” said Blaize Bartell, chairman of OCeanfront and general manager of the Surf and Sand hotel in Laguna Beach.

The group’s first issue last year was given out at the hotels and at tourism trade shows.

About a third of the copies of the first issue went outside California to try to draw people within a day’s drive, according to Bartell.

Irvine Company’s The Resort at Pelican Hill and the Ritz-Carlton, Laguna Niguel recently joined OCeanfront, he said.

Pelican Hill is in the early stages of initial marketing for the upscale hotel, set to open in coming weeks. Irvine Co. had been approached earlier about joining, Bartell said.

OCeanfront’s magazines are produced by Irvine-based Freedom Communications Inc.


Orange Label Adds Clients

Orange Label Art + Advertising Inc. picked up two clients, Irvine-based PacifiCord and Encinitas-based Verve Wireless Inc.

PacifiCord, a unit of Taiwan’s HealthBanks Biotech Co. that stores stem cells from the umbilical cords of newborns, is looking to expand it operations and marketing.

Orange Label is set to handle everything from signs at PacifiCord’s Irvine office to media kits and campaign material.

The shop is creating two separate marketing campaigns for expectant parents and their doctors.

“We recognized upfront that there were

multiple demographics that needed to be reached,” said Ian Crockett, president of Orange Label.

The shop plans ads in parenting magazines.

Reaching doctors will be harder, according to Crockett, who hopes to reach them through trade journals and direct marketing.

Orange Label was aware of PacifiCord’s service beforehand. The company’s vice president paid to have stem cells from her two children’s umbilical cords stored for possible future harvesting of stem cells.

“We were familiar with the technology and understood how she and expectant mothers were being marketed too,” Crockett said.

Verve Wireless is a developer of software to make content from newspapers and other media companies available on cell phones and other handheld devices.

Orange Label will be creating media kits for the company.

“We’re hoping to get our foot in the door so we’ll be able to get a bigger piece of the action,” Crockett said.

The Newport Beach-based shop was known as Hunter Barth Advertising until last year when it changed its name.

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