Taco Time is a brand born in the Northwest who had 225 domestic units in the late 1990's. Their primary competitor at that time was the Taco Bell marketing machine with $350,000,000 in advertising funds. With less than $2,000,000 in advertising funds to compete against this powerful brand, we devised a "David vs. Goliath" strategy that clearly identified the benefits of the Taco Time brand through a common sense, entertaining, compare and contrast television campaign. We went right for the Taco Bell jugular vein and put their star pooch right in the cross hairs. We used the popularity, and power, of their advertising campaign in our creative in a way that doubled brand awareness for Taco Time almost instantaneously. Not only did sales increase to the highest levels in the history of the Taco Time brand, but we also won Nation's Restaurant News "Best Television Campaign."