Industry News | July 26, 2005

Rubio's Launches New Marketing Campaign

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Rubio's Fresh Mexican Grill is taking it to the streets and turning up the heat with a new, fully integrated marketing campaign that will launch this week in Southern California markets. Created by new agencies of record, Brand Thirty-Three for creative, marketing and advertising services and The Blaze Company for public relations services, the campaign will leverage the "legendary flavor" that Rubio's is known for, saturating San Diego, as well as Orange and Los Angeles counties with a new message delivered through some unexpected vehicles.

"In addition to traditional media, we're taking some creative approaches as we introduce ourselves to new guests and remind our loyal fans of all the flavorful and fun reasons to love Rubio's," says Sheri Miksa, president and CEO of Rubio's Restaurants, Inc.

A major emphasis of the combined agency strategy is advancing the notion that Rubio's offers delicious, distinctive food and a one-of-a-kind restaurant experience that appeals to all the senses. This will be accomplished through a mix of traditional media and marketing strategies and guerilla marketing.

"This campaign will bring the magic of Baja and Rubio's directly to our regular and potential guests with all the flair, fun and flavor that has become legendary at Rubio's," says Miksa.

Under the direction of Brand Thirty-Three and The Blaze Company, new creative and publicity campaigns will seek to synergistically define and communicate the total Rubio's brand by increasing awareness and exposure for its Baja-inspired cuisine, authentic heritage and comfortable and fun dining experience.