Taco Del Mar promotes Alaska pollock

Quick-service chain Taco Del Mar is promoting its new Baja Fish Tacos in 242 U.S. restaurants this summer.

The tacos are made with sustainable Alaska pollock with tomatillo and dill white sauce. The Seattle-based chain is promoting them heavily through radio spots, TV ads, coupons, window clings, menu boards and table tents. The promotion kicked off in mid-July and runs through mid-September.

Promotional materials feature slogans like “So Much for Catch & Release” and “Tastes as Good as You’ll Feel for Choosing It.”

The TV ad starts with a shot of the tacos, and then the voiceover says, “Baja Fish Tacos, sustainable wild harvested Alaskan pollock with handmade creamy tomatillo sauce.” And then a surfer appears and says, “It’s loaded with good karma and great taste.”

Similar to the TV ad, Taco Del Mar’s radio spot features the voice of a “surfer dude” who says, “Ever dream of the perfect day? You run into a supermodel at the local convenience store and like magic you get her number. Then you purchase a lottery ticket which totally hits — a million clams come your way — and to complete the trip to Awesome Town, you hit up Taco Del Mar for a Baja Fish Taco. The ultimate way to end the ultimate day, or any day.”

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