Taco Cabana's new campaign detailed (video)


BradfordLawton San Antonio is handling creative for Taco Cabana new campaign. The effort includes television, print, outdoor a redesigned website and menu, interactive/social media presence and a bright new look in all of Taco Cabana’s more than 150 restaurants. The campaign leverages the original creative that BradfordLawton pitched before it was named AOR for the Mexican restaurant chain.

The new look and feel can be seen throughout each Taco Cabana restaurant, drive-thru and online property including the Facebook page, website and Twitter feed.

In addition, there’s a fresh new face for the brand, Anjelah Johnson, well-known actress/comedienne from her role as Bon Qui Qui on MADtv, Alvin and the Chipmunks: The Sqeakquel and her stand-up shows on Comedy Central and YouTube featuring her nail salon routine. She delivers the campaign’s “That’s TC” tagline, will serve as Taco Cabana’s “TC Girl” and host to the site TCgirl.com. The newly-developed site features interactive surveys, videos, social media integrations, as well as a behind-the-scenes look at the creation of the campaign.

BradfordLawton spokesperson Nathan Rome tells RBR-TVBR videos of the commercials available on BradfordLawton’s  website at http://www.bradfordlawton.com/taco-cabana.html. “They’ve also posted a lot of the collateral and website designs that they developed for the campaign on that page. It’s a good all-in-one resource for people looking for examples of the work that was done.”

The TV media buy will start out in Texas and New Mexico markets including Austin, Dallas-Fort Worth, El Paso/Las Cruces, Houston and San Antonio through local affiliates, he tells us.

In addition to serving as the new spokesperson for the campaign, Anjelah is using BradfordLawton’s strategic planning and development to head up much of Taco Cabana’s online efforts as well. “She is the face of many of the social media elements including community videos, TCGirl.com (Taco Cabana’s all-new fan portal) as well as Tweeting and interacting with the brand through real-time updates during commercial filming as well as her adventures of being the Taco Cabana Girl through Twitter and Facebook,” Rome adds.

See one of the spots here:

For social media, BradfordLawton is helping drive Taco Cabana’s brand engagement through Twitter (http://twitter.com/#!/tacocabana), YouTube (http://www.youtube.com/user/tacocabana) and Facebook (http://www.facebook.com/pages/Taco-Cabana). They kicked off the campaign with the Numero Uno Fan contest which you can check out the winning video and finalists at http://tcfancontest.tacocabana.com/. They are keeping things lively and interactive with the Tweet2Eat campaign where all of Taco Cabana’s Twitter Community can win free food every Wednesday by using the week’s Twitter hashtag and meeting the goal. The latest free food giveaway included a free brisket taco and the hashtag #sweetTC was used 396 times.

Another big part of the online efforts is incorporating community, fan-submitted videos along with short, fun segments using the campaign spokesperson Anjelah Johnson. You can catch up with some of Anjelah’s antics in local Taco Cabanas with employees and guests. Through BradfordLawton’s online video strategy, Taco Cabana has had thousands of views and comments on YouTube in a short time.

To engage customers, BradfordLawton focused on presenting the traditional concept of Taco Cabana – the laid back, fun Mexican patio cafe – in a new and exciting way online to show customers what Taco Cabana is all about.

In addition, the campaign also includes POP advertisements, giftcard and merchandise design.