Del Taco Offers Bilingual Comic Books, Plus Kids' Quesadilla
Del Taco is offering a first among quick-serve chains: a bilingual series of DT Comics that feed kids' imaginations with dynamic artwork, relatable characters, trivia, and activities such as a jungle adventure or a trip through time.
The bilingual comic book series of four books (Spanish and English) is a premium with purchase of a Kids Loco® meal.
Last month, Del Taco introduced its new kids quesadillas, two grilled 6-inch flour tortillas filled with cheddar cheese. Since then, Kid Loco meal sales have increased 25 percent.
Del Taco’s Kid Loco meals include choice of a the quesadillas, a cheeseburger, taco, or bean and cheese burrito, with fries, drink, and a premium for $2.99.
The DT Comics’ series feature three characters, a fun-loving, happy-go-lucky, sports-crazy boy named Del, his hip and fun friend Neena who loves to learn, and their cuddly pet chinchilla Mr. Nibbles who has a knack of getting lost. The three embark on four different adventures including an imaginary trip to the zoo, an excursion to the park to play sports, an exciting adventure through the rain forest and a fantasy trip through time to the prehistoric era.
Del Taco's senior vice president of marketing, Sharon Fogg, says she expects the bilingual comic books to be an educational premium. “At the local level," says Fogg, "we plan to share the comic books with schools and community organizations.”
Featuring facts and interesting information, the comic books are also a cultural exchange that gives kids an introduction to everyday words in Spanish and English, accompanied by an image. The full-size, color, twenty-page comics were developed by Overland Park, Kan.-based Creative Consumer Concepts (C3), a child-focused brand marketing agency.
In the Del’s Jungle Adventure book, there is a page of rain forest facts with geography points of interest. Another page discusses the animals found in the Amazon including woolly monkeys and caiman crocodiles.
In the book City Park Champs, Del and Neena learn about sports trivia including the record for the fastest skateboard ride, uniforms soccer players wore 100 years ago and how starting blocks can detect a false start.