Del Taco Selects Camp + King as Agency of Record

Today Del Taco announces its selection of San Francisco-based agency Camp+ King as its lead advertising agency of record.  Camp + King was selected to lead all strategic branding and creative efforts with the goal of evolving and growing the iconic Mexican quick service restaurant brand.

“We’re delighted to bring on Camp + King as a key strategic partner as we continue to grow and develop the Del Taco brand,” said John Cappasola, Chief Brand Officer at Del Taco.  “We were impressed by their ability to get underneath the insights, understand our positioning opportunities, and drive out big branded ideas.”

Following a competitive and comprehensive selection process managed by SRI (Select Resources International), Del Taco selected Camp + King as agency of record responsible for developing its overall communications architecture and supporting all marketing strategy, creative and brand stewardship. Camp + King will drive the evolution of brand positioning and create integrated marketing campaigns that will include TV, interactive, radio, in-store and other traditional and non-traditional media.

“We’re thrilled to partner with the Del Taco team to refresh and build the brand. Their fun, quirky, fresh approach to advertising is a perfect fit for our creative sensibilities,” said Jamie King, CEO at Camp + King.  “As we continue to grow our client roster, it’s an amazing opportunity to be able add this west coast icon as a keystone account.”

The first campaign elements are expected to launch in early 2013.

Del Taco operates or franchises more than 545 restaurants in 17 states. At Del Taco, all menu items are made to order using fresh ingredients such as cheddar cheese grated fresh daily from 40 pound blocks, hand-made salsa, beans slow-cooked from scratch and marinated chicken grilled in our kitchens every day. Del Taco also serves breakfast featuring a line of breakfast burritos, biscuits and muffins, and most restaurants are open 24 hours with a drive thru. Additional information about Del Taco and its convenient locations is available at

Founded by Roger Camp and Jamie King, Camp + King ( is a San Francisco integrated-creative boutique backed by global leader, Havas.  Camp + King is focused on driving growth by creating Conversation-swell for clients like Capital One, Old Navy and Redbox.