Rives Celebrates Cafe Express Milestone

DALLAS Rives Carlberg has picked up advertising and public relations duties for Cafe Express, the agency said.

The Houston-based shop was awarded the account of the Texas restaurant chain without a review. With no incumbent, this marks the company’s first marketing effort since the majority of ownership shifted to Wendy’s International in February 2004.

Rives has been charged with providing brand development, media planning and buying and public relations services for Cafe Express, which owns 19 fast-casual restaurants throughout Texas.

“I have worked with Rives Carlberg previously and was impressed with the agency’s creative capabilities and insight into reaching our current and potential customers,” said Kristi Heil, brand marketing manager for Cafe Express. “The agency has a proven track record in driving sales for restaurant chains.”

Rives’ first work for the client broke last month and focused on Cafe Express’ 20th anniversary. The “20 years of flavor” campaign included radio, direct mail, point-of-purchase and media relations.

According to an agency representative, client billings exceed seven figures.