Company Profile
Mighty Taco is a multiple unit Western New York fast food restaurant chain. The 20-unit chain is well known for providing great tasting Mexican food, value for the dollar, and adverting with a real bite!
www.mightytaco.com
Target Audience
Geography – Western New York
Demographic – just about everyone
Challenge
Keep this popular restaurant chain top of mind with the consumer with an advertising strategy filled with offbeat humor. The irreverent ad style is a Mighty Taco trademark and something its fans have come to expect. The client’s directive: “Don’t ever get boring – keep it fun!”
Strategy
Though Mighty Taco may utilize non-traditional methods from time to time, the basis of its marketing is a strong multi-media approach that hits its core audience (adults 18 – 34) in a variety of ways.
Outdoor – Outdoor is used more for brand reinforcement than as a traditional sales vehicle. Usually large vinyl billboards on well-traveled highways with strong creative messages have had great results and feedback.
Print – Print is the least used of all medias for this account. We give up access to the traditional large newspapers and run fewer monthly print ads in select alternative papers.
Television – Curveball-style creative ads that keep an audience guessing have been a traditional trademark of this account. Television has been expanded over the years and has grown to over 25% of the media mix.
Radio – Radio built the Mighty Taco brand and for many years, it received the largest media share. As time has gone on, the radio budget has been shifted to other traditional and non-traditional sources. Radio remains a cornerstone for this client in both brand reinforcement and event and item advertising. The radio commercial creative is often (:45) seconds of set-up and a (:15) second brand identity. Using strong and cutting-edge creative, these radio commercials cut through the clutter and get both notice and results.
Non-Traditional Media – Hitting younger demographics, especially young males, has grown increasingly more difficult. Mighty Taco will continue to allocate ad dollars to alternative media venues such as movie theatres and a variety of web-based opportunities.
Conclusion
In Western New York, 30% of people eat at Mighty Taco every month. Mighty Taco trails only McDonald’s and Burger King for fast food shares. In this market, it’s a very significant position considering the brand dominance and ad budgets of those two huge competitors. However, the Mighty Taco brand in this market has as much recognition as either of its larger competitors and stands for great food, great value for the dollar and a promise to keep you guessing with its advertising.
