Rubio's Restaurants has called on Team One Adver tising to promote its popular fish tacos and other items.
Rubio's, which is based in Carlsbad, Calif., and operates 126 Rubio's Baja Grill restaurants in eight markets, selected Team One following a review. The El Segundo, Calif., shop beat out Los Angeles agencies WongDoody and Asher/Gal & Partners. Los Angeles search consultancy Select Resources International conducted the review.
Team One will handle creative on the estimated $4 million account. Mediaspot in Newport Beach, Calif., will place the media.
"We had three great candidates. Honestly, it was a difficult decision," said client co-founder and CEO Ralph Rubio. "I really like the group of people I will be working with at Team One. They had enthusiasm for the Rubio's brand."
Landing accounts like Rubio's is key for Team One, which is primarily known as a car shop. The agency has earned distinction for its award-winning Lexus ads. Valued at about $200 million, the luxury car maker comprises the vast majority of Team One's $290 million in billings.
"Rubio's is important for us because we have so much talent in this facility, so much creativity," said Team One co-chairman and CEO Brian Sheehan. "We want to do [for Rubio's] what we did for Lexus. We want to build that brand."
No definitive media plan has been developed. But an upcoming campaign, likely to roll out this quarter, may include regional TV, radio and inserts.
Rubio's previously used Vitro-Robertson in San Diego for creative.
Rubio's operates restaurants in San Diego, Los Angeles, Phoenix, Tuscon, Ariz., Las Vegas and Denver, among other cities. Founded in 1983, Rubio's went public in 1999.