Ninfa’s ‘Mama Says’ It’s MQ&C

MQ&C Advertising and Marketing in Austin, Texas, picked up advertising duties for the company-owned units of Houston-based Ninfa’s Mexican Restaurants.
MQ&C account manager Allen Jones said the agency will handle creative, media buying and promotional duties for Ninfa’s 18 corporate-owned restaurants in Texas. Approximately 10 additional Ninfa’s units are operated by franchisees, according to Jones.
In May, West End Media Group in Arlington, Texas, was hired to handle the radio and outdoor barter advertising for the Dallas/Fort Worth locations of Ninfa’s and J. Pepe’s restaurants, operated by the Rio Star II management company.
MQ&C got the nod on its new business without an account review after existing client Cafe Serranos Group purchased Ninfa’s company-owned restaurants earlier this year. Cafe Serranos has nine eateries under that banner in the Austin area, said Jones.
Initial advertising spending for Ninfa’s will be less than $1 million, according to the agency.
Jones said MQ&C is working closely with Ninfa’s Mexican Restaurants’ new director of marketing, Patrick Conner, to map out creative and strategic plans.
MQ&C has already developed a radio campaign for the Houston market, home to 13 Ninfa’s locations. The advertising effort includes a new jingle under the “Mama says” theme and features the chain’s namesake, Ninfa Laurenzo.
Jones said the work marks a return to advertising for Ninfa’s after a two-year hiatus.
The bulk of the agency’s assignments for Ninfa’s, Jones said, will be focused on radio, print and promotional activities.