Dallas-based ad agency Richards/Lerma has been selected as creative agency of record by Pizza Patrón.
According to a news release, the agency will assist with traditional, digital, social media and public relations programs for the chain as well as some creative input on naming and product development work.
"Breaking through these days is hard, especially for smaller brands competing against category giants. This is why we decided to move forward with Richards/Lerma. They understand what it takes to breakthrough and disrupt," said Edgar Padilla, corporate marketing manager for Pizza Patrón. "They work with some of the largest brands in the country but also with category mavericks such as MetroPCS, so they grasp accountable creativity."
Pizza Patrón, founded in Dallas in 1986, has made news with its nontraditional marketing campaigns, including its Pizza Por Pesos program, in which the company accepted pesos as a payment form, and Pizza Por Favor, in which guests received a free pizza if they ordered in Spanish.
"Pizza Patrón will always be faithful to who we are and we will never apologize for our brand focus. We stand for something that goes beyond the products we offer, that's why we are willing to take risks to stand behind the values of our core customers," said Andrew Gamm, brand director for Pizza Patrón.