Hasta La Creative!

Del Taco is getting on its soapbox to promote a new lineup of Fresh Faves Box Meals. The campaign will include a social media component from San Francisco advertising agency Camp + King that encourages people to promote the restaurants in return for french fry-scented soap.

Grilled Chicken Tacos made with fresh-grilled chicken, Half-Pound Bean & Cheese Burritos crafted with slow-cooked beans made from scratch, and the signature Del Taco that’s loaded with hand-grated cheddar cheese are just a few of the items that Del Taco Restaurants, Inc. is offering in its new lineup of Fresh Faves Boxes.

Priced at $4, $5, or $6, each box contains handmade fan-favorite items along with fries and a drink and delivers quality and quantity at a price point that only Del Taco can deliver. And to make the launch extra fresh, the agency added a social component to drive buzz for the boxes: superfans can get in on the fun and win a free bar of Eau de French Fry soap by posting about their love for Del Taco with the hashtag #FrySoap.

Stamped with the Del Taco logo and packaged to look like a Fresh Faves box, the delicious-smelling five-ounce bars went live March 7. Packaging states that Eau de French Fry is “brought to you by the hardest-working hands in fast food.”