LOS ANGELES: Rubio?s Fresh Mexican Grill has tapped LA-based boutique The Blaze Company to help it raise its profile on the West Coast and increase brand definition.
The San Diego-based chain currently has outlets in six states -- California, Arizona, Oregon, Colorado, Utah, and Nevada -- but is best known in Southern California for its seafood menu.
"We've got a great brand, but we're not a big guy. What we really want to do with our PR efforts is to continue to build awareness about the brand," said Rubio's president and CEO Sheri Miksa.
Blaze Company account supervisor Stacey Ellis added, "Most of their publicity to date has been in the business pages. But they have some really wonderful consumer food stories to tell, so our directive is to start getting them in some places they haven't been before."
Some efforts will focus on landing media hits in local markets where the chain has outlets, as well as lifestyle and food media, including broadcast outlets that feature segments on recipes.
Blaze began the work by creating branded sarongs that were given away at beaches and events by street teams on Segways.
"The focus of our campaign is about creating a lifestyle concept," explained Ellis. "We've been really working on the idea that Rubio's is a lifestyle. It's toes in the sand and sun on your shoulders."
Miksa said there was "no formal agency search," and Ellis said that the client came from a referral.