Carat US Named Media Agency of Record for Del Taco

Carat US has been named Media Agency of Record for Del Taco following a competitive review. The win builds on the agency’s existing five-year relationship with Del Taco parent company, Jack in the Box. Carat US will now handle media buying and planning for Del Taco across channels including video, audio, digital and social.  

"We are excited to announce our new relationship with Carat,” said Tim Hackbardt, Del Taco’s chief marketing officer. “We are confident that the agency network’s M1 identity solution technology and QSR expertise, combined with its strong understanding of local markets, will make Carat an ideal partner to elevate our media planning and buying approach to resonate with shifting consumer audiences and channels.”  

To help fuel growth for Del Taco through digital media innovation, the Carat team will focus on upleveling the brand’s local market approach to drive even deeper efficiencies across media channels. The team has already begun onboarding the media business with placements launching this Spring.  

“We are honoured to be working with the Del Taco team and excited to build on the restaurant group’s continual success,” said Michael Law, CEO of Carat North America. “Designing For People is at the heart of everything we do at Carat, together we will focus on accelerating Del Taco’s local media planning approach, optimizing and testing channels to best connect with their customers on a personal level to drive growth.”   

Known for its unique approach to designing for people and ability to deliver best-in-class product addressing the needs of modern CMOs, Carat is media agency of record for brands including Microsoft, Procter & Gamble, General Motors, Mastercard, United, and Pfizer.