The Whole Enchilada: BradfordLawton Packs Taco Cabana's Marketing with All of the Fixings

    SAN ANTONIO, TX, August 10, 2011 /24-7PressRelease/ -- BradfordLawton, San Antonio-based advertising and branding partner, is helping Taco Cabana bring back the "FUNdamentals" it was built on with the launch of its new creative campaign. The comprehensive marketing campaign includes print, outdoor and TV ads, a redesigned website and menu, amped up interactive/social media presence and a bright new look in all of Taco Cabana's more than 150 restaurants.

From the menu in the restaurant to the menu on the website and everywhere in between, BradfordLawton is helping Taco Cabana liven their brand through vibrant colors, unflinching design and bold messaging. 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.

To coincide with Taco Cabana's fun new look, BradfordLawton found 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 wildly popular nail salon routine. Johnson, who 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.

"The personality of Taco Cabana is relaxed, genuine and straightforward. It's about providing a fun, easy-going break from the day," said Taco Cabana Chief Marketing Officer Todd Coerver. "BradfordLawton found the perfect reflection of our brand personality in Anjelah Johnson - she's funny, relatable and engaging. And her success online gives us a great leverage point in our social media efforts."

To bridge the gap between Taco Cabana's offline and online communities and 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.

"When we took on this new challenge with Taco Cabana, we knew exactly where to take their brand," said BradfordLawton Principal and President, Tony Diamond. "We wanted to freshen it up, make it livelier and then bring it all online so that fans could experience the fun, great atmosphere of Taco Cabana wherever and whenever they choose."

The new campaign leverages the original creative that BradfordLawton pitched before it was named the agency of record for the Mexican restaurant chain. BradfordLawton has worked alongside Coerver and the marketing team as a partner for all branding efforts, including account planning; in-store, out of home, broadcast and digital media creative; promotions and local store marketing development; and print, broadcast and digital production.

"We were very interested in building out our online identity to increase brand engagement," said Coerver. "BradfordLawton brought the resources and strategic prowess to help us effectively navigate the extremely dynamic arena of social media."

BradfordLawton's creative work can be seen in more than 150 Taco Cabana locations across Texas, Oklahoma and New Mexico. In addition to the commercials with Anjelah Johnson, website and menu redesign and social media elements, the campaign also includes the Numero Uno fan video contest, TWEET2EAT weekly Twitter events, POP advertisements, giftcard and merchandise design.

San Antonio-based BradfordLawton is a creative advertising and branding partner that combines creative vision with strategic thinking. Leveraging the expertise of the company's founding partners, former CMO and strategist Tony Diamond and award-winning creative Bradford Lawton, the agency combines client perspective with agency passion to build true partnerships and evolve brands. Key clients have included Taco Cabana, Goodwill Industries, AstraZeneca (Sweden), The Kennedy Space Center, NASA and Freightliner Trucks. BradfordLawton has won numerous awards from the American Advertising Federation, The One Show, New York Art Directors Annual, HOW, Communication Arts, Graphis, Dallas Society of Visual Communications and more. For more information, go to www.bradfordlawton.com.

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