Richards/Lerma, a creative agency based in Dallas, Texas, have recently been selected as the creative agency by Mexican themed fast-food restaurant Pizza Patron. This new relationship will see the agency undertaking all traditional, digital and social media based campaigns for the brand, as well as their PR programs. They will also have creative input on naming future products and on future products developmental work.
The unique brand is renowned for its unconventional approach to marketing
The chain was first founded in Richards/Lerma's home town of Dallas in 1986, and has since opened chains in Colorado, Florida, Nevada, Arizona, Georgia and California, now totalling 100 locations across the southwest, with 40 more in development. The unique brand is not only renowned for offering quality, 'fresh-dough' pizza at value prices, but for its unconventional approach to marketing, an approach which has led to the chain repeatedly making national news. The two campaigns which have drawn the most coverage are the 'Pizza Por Pesos' program, which saw chains accepting Mexican pesos as a form of payment, and the 'Pizza Por Favor' program, that offered free pizzas to customers who were able to order in Spanish.
Richards/Lerma Creative Group Head and Principal Aldo Quevedo is delighted with the brands decision to hire them, he said that “The greatest news an agency can hear, isn't necessarily that you've been selected, but that you've been selected by a brand that wants to do great work.” He's more than confident that with their help, “Everyone will soon be hearing about Pizza Patron's latest offering.” Pizza Patron brand director Andrew Gamm reciprocated the praise as he remarked how people in within the industry knew Quevedo, and understood that “His creative vision can really help a brand make some noise”.
“Richards/Lerma understand what it takes for smaller brands to break through and disrupt their more famous competitors”
Gamm also stated that as a brand, Pizza patron would “Always be faithful,” to who they were and would “Never apologise” for their brand focus. Corporate marketing manager Edgar Padilla added to these sentiments, underlining his brand's exalted status as a chain known for their “Outside-the-box marketing ideas and amazing Mexican-centric pizzas.” He said that they made the decision to move ahead with Richards/Lerma because they were able to work with “Some of the biggest brands in the country, but also with category mavericks such as MetroPCS,” and that they understood what it took for smaller brands to “Break through and disrupt” their more famous competitors.
Richards/Lerma is also an agency with experience catering towards the hispanic community, a community who form the beating heart of Pizza Patron thanks to its friendly, bi-cultural service and mouth-watering tex-mex menu.
Other clients currently under the expert guidance of the Richards/Lerma creative team are The Home Depot, Autolite and Advance Auto Parts and they can be found online via their official site or on Twitter. Pizza Patron meanwhile can be contacted via their own official site or via Facebook.
Benjamin Hiorns is a copywriter from the UK who loves pizza and loves Mexican food, but doesn't necessarily love what they do to his insides the morning after.