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Rubio's launches TV ad honoring ocean

March 11, 2014

San Diego-based restaurant chain Rubio's launched an extension to its current ad campaign "To The Ocean" with a centerpiece television commercial entitled "Through The Language." The first phase of the campaign launched in late August and was an ode to the ocean celebrating not only the bounty of the ocean, but also Rubio's dedication to supporting ocean health, according to a company press release.

The current executions link the ocean with Rubio's culinary developments, which feature fresh ingredients and grilled seafood that are representative of Rubio's commitment to sourcing sustainable seafood whenever possible, said Founder Ralph Rubio.

"The ocean is an incredible resource. It provides much of our food, and also serves as inspiration for our coastal menu, as well as the ambiance of our restaurants," he said.

The ad campaign was created by Rubio's ad agency, barrettSF, and is the second iteration of the "To The Ocean" campaign within six months. The campaign includes multiple broadcast pieces, as well as digital, radio and social media pieces.

"We would love for people to see Rubio's and the ocean as synonymous," said Pete Harvey, creative director and partner at barrettSF. "Because what the restaurant draws from the ocean is both tangible and intangible, and defines the soul of the place."

Rubio's, founded in 1983, has grown to nearly 200 restaurants across the West Coast. Watch the commerical below.