Del Taco taps agency to help launch its loyalty program (Score 50)

We told you about Del Taco's (DT) marketing push to promote its new rewards program in July. We now have some additional details to tell you. DT tapped Cheetah Digital to help launch the Del Yeah! Rewards program. It will be responsible for app development, data analytics, customer targeting and messaging. The program will provide consumers with new offers, rewards and experiences. 

According to Pathmatics, DT earned 268m impressions YTD through desktop video ads (53%), Instagram ads (28%), Facebook ads (13%) and desktop display ads (6%). It placed the majority (94%) of these ads site direct onto sites such as youtube.com, instagram.com, facebook.com, hulu.com and yahoo.com. It placed the remainder (6%) through a variety of indirect channels onto sites such as finance.yahoo.com, accuweather.com, msn.com, thehill.com and nypost.com. It spent around $2.6m on digital display ads YTD, a 53% increase from $1.7m spent in this channel during the same time period of 2020. Full-year spend increased slightly (5%) from $1.9m in 2019 to $2m in 2020. 

Sellers-- DT's target audience mainly consists of Gen-Z and millennials. It allocates the majority of its marketing resources towards digital display ads. The chain has been increasing spend in this channel so far this year. I predict this will continue as it advertises the new rewards program. It also invests in OOH and local broadcast TV ads, per Kantar. You can use DT's location finder here, to see where you may be able to offer ad space. Sellers should contact DT if you can provide relevant ad space. 

Agency & martech readers-- In addition to Cheetah, DT works with creative AOR Skiver Advertising, media planning agency Mediaspot and PR shop Canvas Blue. Agency changes sometimes signal more turnover down the road, so you can try reaching out to this company to see if any work is available.