Description:
Don Pablo's is a publicly held 16-unit Tex-Mex restaurant chain.

Situation:
Tacos San Lucas or fish tacos were a new product on the menu. Fish tacos were popular in California so Don Pablo's management assumed they'd be a hit in these Texas-based restaurants.

Challenge:
Customers were not ordering.

TPCG Solution:
The agency gave fish tacos a new name, "Tacos San Lucas" and designed and produced a table tent to create awareness and arouse curiosity about the product. Don Pablo's management offered samples.

Campaign/Media:
New Tacos San Lucas name was adopted, sampling made available and table tents produced.

Results:
Customers began to ask the staff about Tacos San Lucas, giving them a chance to "push" the product. Product sales increased by 60% in a one month period. The table tents won a local Addy Award.

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