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New ad campaign echoes Rubio's commitment to oceans

August 28, 2013

San Diego-based fast casual chain Rubio's is launching a new ad campaign dedicated to one of the planet's most cherished natural resources, the ocean. Titled, 'To The Ocean,' the integrated campaign celebrates not only the bounty of the ocean, but also reflects Rubio's dedication to supporting ocean health 365 days a year, according to a company press release. Rubio's menu has undergone a culinary renaissance over the last 18 months, showcasing new coastal cuisine dishes featuring fresh ingredients and grilled seafood representative of Rubio's commitment to sourcing sustainable seafood whenever possible.

The centerpiece of the 'To The Ocean' campaign is a 60-second TV commercial dedicated to the ocean. Watch below

"At Rubio's, we've counted the ocean as a source of inspiration for the last 30 years. Our 'To The Ocean' campaign represents this, as well as our culinary progression as a brand," said Ralph Rubio, co-founder of Rubio's. "Over the past 18 months, we have worked to create dishes that combine sustainably sourced seafood with globally influenced flavors, resulting in a new type of coastal cuisine unique to the fast casual industry."

The ad campaign is the first work from Rubio's recently named ad agency, barrettSF. The campaign includes broadcast, online (standard, expandable, pre-roll), billboards, social and in-store merchandising. The campaign is focused on the San Diego market.

"Rubio's is more than a chain of restaurants, it's a brand with a soul," said Pete Harvey, creative director, barrettSF. "They have a deep relationship with the ocean, and always have. We just tried to capture that relationship in the purest way possible."

Rubio's has grown to nearly 200 restaurants across the West Coast, having originally gained fame for popularizing the fish taco in the U.S. in 1983.

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