Create a print and digital advertising campaign focused on one signature dish each month. Rich and lush creative featuring only Tierra Sur’s unique cuisine and the staggering ratings, combined with strategic media buys in regional food and lifestyle magazine will raise the public awareness of the restaurant–while reinforcing what sets them apart.
Sharing a Secret
Tierra Sur is a premium farm to table restaurant concept in Oxnard, California. The brand focus is creating unparalleled cuisine, using only seasonal ingredients sourced from local farms. A careful discipline to their craft earned Tierra Sur national praise with food writers and made them the highest rated restaurant in their native Ventura County.
The challenge? The restaurant is located in an industrial park, amidst the farm rows of Oxnard; and while this location is ideal for working together with some of Southern California’s premiere growers, it is generally invisible to local and visiting public. While word-of-mouth carried the restaurant’s lore between friends and business partners, Tierra Sur became known as the “hidden jewel of Oxnard” and one of the best kept secrets in town.
Creating a Brand Presence
Through meetings with the Head Chef and restaurant Owner, we discovered a key brand differential: Tierra Sur changes their menu nearly every three weeks in order to highlight the current seasonal crop in their fare. As the crops change, so do the signature dishes available to the public; an incredible premium for the true “foodie”. With the right media mix and messaging, this secret could get out.
In addition to the advertising campaign, we produced videos to provide a “back of the house” view into the kitchen, to give a sense of scope for Tierra Sur events and to share the “Tierra Sur Experience” in full media.