Zea flips from 'what it isn't' campaign to 'what it is'

NEW ORLEANS - Zea Restaurants broke a new print and billboard campaign to boost top-of-mind awareness in its core market here and to define the concept for consumers in new markets who aren't familiar with the restaurant.

The campaign uses the tag "Inspired American Food" to focus on the twist that Zea puts on such traditional dishes as ribs and duck, according to Chris Rodrigue, chief operating officer of the nine-unit chain. Parent company Taste Buds Inc. owns Zea and sister chain Semolina.

Zea is well-known in Greater New Orleans, but even there consumers need to be reminded that the restaurants are operating after having been closed because of damage from Hurricane Katrina, Rodrigue said.

The campaign, created by Sullivan-St. Clair Marketing/Public Relations of Mobile, Ala., also is designed to help franchisees in new markets describe what Zea is, he said, a follow-up to...