|Don Pablo's Mexican Kitchen
Don Pablo's is a publicly held 16-unit Tex-Mex restaurant chain.
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
Customers were not ordering.
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.
New Tacos San Lucas name was adopted, sampling made available and table tents produced.
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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