Del Taco ad ribs Taco Bell

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Del Taco, Laguna Hills, Calif., pokes fun at much larger rival Taco Bell, Irvine, in a TV spot breaking this week from Italia/Gal, Los Angeles. The commercial supports a new barbecue version of the 325-unit chain's Big Fat Taco. The spot shows a drive-through speaker at an unknown restaurant straining to see what's going on at the Del Taco next door. Moments later, a limo pulls out of the Del Taco. Its license plate: "Yo Quiero.'' Separately, Del Taco will hear pitches for its $10 million account in early May. Select Resources International, West Hollywood, Calif., is handling. Italia/Gal declined to participate.

Copyright April 1999, Crain Communications Inc.

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