Rubio’s, a 200-store restaurant chain in the Southwest known best for its Original Fish Tacos, was no longer top of mind in the highly competitive fast-casual industry. Our task was to reintroduce the brand and recapture its core business, with a limited budget.
• Most customers visited during weekday lunch hours
• San Diego is an on-the-go market
• Brand must be the primary driver in lieu of discounts and value meals
We centered our campaign on the home market of San Diego, focusing on radio and mobile to reach active consumers and build brand awareness fast. Spots were timed to inspire same-day sales, with drive-time radio shows piquing interest in seasonal items on the way to work and meal time promos converting hungry diners for lunch or on their way home — all reinforced by digital and mobile ads.
Rubio’s quickly established itself as a value choice for healthy, sustainable food and sustained double digit increases in occurrences year over year. Due to our campaign, Rubio’s also received over 5,600 added value promotional mentions outside of its paid media schedule during the 11-week flight.