Rubio's: Celebrating coastal flavor

Rubio’s has always been about discovering new flavors and bringing new ideas to the table. That’s why, for the first time ever, they paired with celebrity chef Richard Blais to help in their latest culinary creation—street tacos. Our goal was to help Rubio’s build as much hype as possible around this collab, and weave it into the larger brand theme of adventure we’ve been working to establish.

In the season for seafood, Rubio’s wanted to bring back their ever-popular buttery Langostino Lobster, alongside new dishes featuring smoky grilled shrimp. Because these flavor profiles were so distinct, we focused the creative around their regional inspirations: Puerto Nuevo in Baja, and Oaxaca in southern Mexico.

Recognizing that more and more people are looking for non-meat options in their diet, we kicked off the year by introducing Impossible™ plant-based dishes to the menu, giving customers alternative ways to enjoy Rubio’s.

One of the most popular Rubio's ingredient is their Langostino Lobster, and there is a lot of anticipation for it when the fall season approaches. To make sure it made a big splash, we themed the celebration around adventure, and the spirit of a small lobster town in Baja.

To create more ease and familiarity during a time of uncertainty, Rubio’s wanted to highlight some of their most popular and long-standing menu items—so we took things back to Baja California, where the Rubio’s Original Fish Taco® was born.

In the season of Lent, seafood becomes an increasingly popular choice for customers. We took this opportunity to tout the Rubio’s commitment to sustainable and responsible sourcing, as well as the natural health benefits of seafood.

To align with the New Year’s mentality of making healthier lifestyle choices, we helped Rubio’s launch their first customizable menu options, with a focus on fresh ingredients and even fresher beginnings.