People love Rubio’s signature beer-battered Original Fish Tacos, a San Diego icon, but the restaurants needed a refresh. Rubio’s came to us for a rebrand that showcased its healthy ingredients, innovative dishes and sustainable seafood sourcing.
We developed a six-month PR strategy to drive brand awareness and foot traffic to Rubio’s redesigned restaurants in key markets, strengthening Ralph’s culinary credibility at the national level. We placed media, engaged influencers and created three beautiful videos whose “To the Ocean” message resonated with hungry eco-conscious Southern Californians.
California ate up the new Rubio’s, with over 45 placements in outlets such as Los Angeles Times, Eater LA, U-T San Diego, USA Today Travel and more. The new menu grabbed accolades from more than five consumer and trade awards, and the videos continue to prove themselves timeless and shareable.