El Taco Tote to unveil new design, ad campaign tonight

The results of a major marketing makeover for El Taco Tote will be unveiled Wednesday night, showing photos of the new design plans for the traditional Mexican restaurant, said a spokesperson for the restaurant.

The spokesperson said the company is shifting gears and updating its campaign, with a primary push to reposition their larger tacos as a standout advantage over the competition.

With a goal to unify the brand across all markets in the US and Mexico over the next three years, the new concept will be revealed first to its Juarez audience, where El Taco Tote first opened its doors.

Founder and Chairman Pacifico Heras, who will be presenting this evening. “To be at this point of growth, something I had in mind from the start, is an immense satisfaction almost difficult to believe,” says Mr. Heras. “It’s amazing to see that seed come to fruition.”

The new identity draws on the strengths that have buoyed the firm’s expansion while incorporating modern elements.

While the larger taco size is central to the new campaign, the elaborate, made-fresh-daily salsa bar–a staple of the El Taco Tote experience–will share the spotlight.

A spokesperson said the upcoming ads will aim with humor to appeal to the product’s broad spectrum of consumers.

“El Taco Tote is an icon in El Paso and Juarez,” says Marketing Director Abigail Romero, who will also be speaking at this evening’s meeting. “We have a company with a fun and explosive personality … with these changes we’re establishing a clear and direct message with a concept loyal to what Taco Tote represents, “Big Tacos”.

The company was founded in 1988.