Casillero del Diablo launches summer taco campaign

Casillero del Diablo has turned to the humble taco to help it boost sales in the US this summer, launching a taco programme that will see branded taco trucks hit the streets armed with cases of the Chilean producer’s wines.

The programme, which will run from 1 May to Labor Day, will include a national taco truck tour with branded taco trucks set to make appearances outside retail stores across the US serving tacos to pair with sample pours of Casillero del Diablo wines.

An online contest will see Casillero del Diablo’s Facebook fans invited to submit original taco recipes designed to pair with Casillero del Diablo wines for the chance to win an At-Home Taco Truck Party. Recipe submissions will be judged by chefs LaTasha McCutchen and Meghan Gill, two winners from FOX TV’s Hell’s Kitchen.

Promotional activity will be supported by an integrated ad campaign, that will see taco recipes and pairings featured on the virtualcookingschool website, courtesy of Hell’s Kitchen winning Chefs LaTasha McCutchen and Meghan Gill.

“With their shared Latin heritage and universal appeal, tacos and Casillero del Diablo are a perfect match,” said Ed Barden, director of marketing at US importer Excelsior Wines. “Both are approachable, delicious, versatile, and beloved by the public at large.”