Merlot Marketing to lead marketing and advertising efforts for creators of ‘The Original American Taco’

Merlot Marketing selected to lead marketing and advertising efforts for creators of ‘The Original American Taco’
Jimboy’s Tacos, a Sacramento community pillar, to launch fully integrated campaign

Merlot Marketing, Inc. (Merlot) has been named Agency of Record for Jimboy’s Tacos, a Sacramento-based fast casual restaurant chain with locations in Northern California, Reno and Dallas/Fort Worth. Merlot will support Jimboy’s Tacos’ marketing and communications strategy, including the development and execution of advertising, social media and public relations campaigns.

Jimboy’s Tacos is a family-owned business that started in 1954 with a small trailer in Lake Tahoe, Calif with the now famous “The Original American Taco,” a ground beef taco dusted with Parmesan cheese on the exterior of the shell. Jimboy’s Tacos has since grown to over 40 restaurants in California, Nevada and Texas and offers an extensive menu of fresh, made-to-order tacos, burritos, quesadillas and more.

“We’ve come a long way from starting in a food trailer on King’s Beach in 1954,” said Erik Freeman, CEO of Jimboy’s Tacos and great-grandson of the founder, Jim “Jimboy” Knudson. “We know that Merlot aligns with our company values, and that their partnership will help us to continue elevating our brand with our loyal customers and eventually reach those who have never experienced ‘The Original American Taco’.”

“When you take a look at what Jimboy’s Tacos has accomplished since 1954, it is both impressive and delicious,” said Debi Hammond, CEO of Merlot Marketing. “We’re honored to work with, and promote, this iconic brand that has been woven into the fabric of the Sacramento region for nearly 70 years. Fresh, made-to-order ingredients and a signature recipe has people coming back for more, and each new menu item is just as tasty as the one that started it all.”

In close collaboration with Jimboy’s Tacos, Merlot will lead all facets of marketing and advertising strategy and creative development. The agency will execute media planning and buying, advertising campaigns and manage social media. Merlot will target local and national media utilizing Social Media News Releases (SMNR) and pitching. Creative development of advertising and point-of-purchase elements will also be managed by Merlot.

For more information about Jimboy’s Tacos, visit

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