From August 2007 through July 2008, Del Taco featured "The Beast" in their commercials. "The Beast", a personification of hunger, typically stood next to a customer and persuaded him to order a particular item (or items) so that they could "Feed the Beast" (Del Taco's slogan). "The Beast" made his debut in August 2007 promoting Del Taco's improved Chicken Soft Taco. He also endorsed the Crispy Fish Taco in February 2008, the improved Chicken Quesadilla in April 2008, and Del's Deal in June 2008.