Taco Del Mar launches 320-calorie burrito ad campaign

Out of the gate, R/West launched Taco Del Mar's 320 Calorie Burrito this month with 30-second TV and radio spots, a promotional Web site, billboards and in-store creative materials. The campaign positions the 320 Calorie Burrito as the "new miracle food." Billboards feature clever copy such as "Because celery tastes like celery" and "Leave the rabbit food to the rabbits." Television and radio spots showcase how the everyday Joe is a "calorie burning machine" by performing mundane, labor intensive office tasks — picking up the phone (burns 3 calories), opening spreadsheets (.05 calories) or walking to the copier (12 calories).