Rubio’s: To The Ocean

After 28 years, Rubio’s embarked on a complete brand overhaul, moving from a “fish taco joint” to a higher quality “coastal grill.” Rubio’s is deeply committed to the ocean, with sustainable seafood appearing across their menu and ocean restoration projects anchored in their annual calendar. We decided to highlight Rubio’s honest love for the ocean by raising a glass to the resource that sustains us every day.

The "To the Ocean" campaign improved brand perception noticeably in the San Diego market—specifically with increases in the areas of likeability (5.5%), relatability (8.2%), memorability (7.2%), and sharing common values (16.2%). Customers even found a new purpose for comment cards within the restaurant by actually thanking Rubio's for its advertising. And most importantly, the restaurant's sales and transactions are up a significant amount year-over-year.

Also, a not-so-humble brag, my first work in the ad industry featured VO from none other than the legendary Dan Wieden. So, that was awesome.