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Pizza Patron Selects Richards/Lerma as Creative Agency of Record

Brand Sought a Disruptive Agency Partner to Support New Products and Offers

DALLAS, TX -- (Marketwired) -- 03/03/14 -- Dallas-based ad agency Richards/Lerma has been selected as creative agency of record by Pizza Patrón. The relationship will have the agency assisting in traditional, digital, social media and public relations programs for the Mexican centric pizza chain as well as some creative input on naming and product development work.

Pizza Patrón, founded in Dallas in 1986, is known for its value priced quality pizza offerings. However the brand's non-traditional approach to marketing their products have led them to make national news. In 2007, the disruptive brand launched its PIZZA POR PESOS® program and began accepting pesos as a form of payment at their takeout restaurants drawing accolades and criticism. Most recently, Pizza Patrón garnered national news coverage during their free pizza promotion PIZZA POR FAVOR™ that offered free pizza to those visiting the restaurants and ordering 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.

Edgar Padilla, corporate marketing manager for Pizza Patrón, said the brand is not only known for its outside-the-box marketing ideas, but also for its amazing Mexican-centric pizza offerings.

"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 break through and disrupt. They work with some of the largest brands in the country but also with category mavericks such as MetroPCS, so they grasp accountable creativity," said Padilla.

Aldo Quevedo, Creative Group Head and Principal at Richards/Lerma, said, "We couldn't be happier with Pizza Patrón's decision. The greatest news an agency can hear isn't necessarily that you've been selected, but rather it's that you've been selected by a brand that wants to do great work and sees the value in that for the bottom line. Everyone will soon be hearing about Pizza Patrón's latest offering."

"People in the know understand that Aldo Quevedo and his creative vision can really help a brand make some noise. From a marketing and advertising perspective, these guys share our values," added Gamm.

About Pizza Patrón
Since 1986, Pizza Patrón has been committed to making its promise of "Más Pizza. Menos Dinero.®" a reality for every customer. From the beginning, the brand has been recognized for its 'fresh-dough' pizza, its low prices and its trademark "friendly, bicultural service." In 2007, the company drew international media attention with its PIZZA POR PESOS® program when it began accepting Mexican Pesos at all of its restaurants. In 2012, the company's PIZZA POR FAVOR™ promotion that gave free pizzas to anyone who ordered in Spanish sparked international news coverage and lively debate throughout the U.S. Today, Pizza Patrón is the leading Mexican pizza brand in the U.S. and remains dedicated to bringing its unique experience to life with every pizza made, and in every community it serves.

Website - www.pizzapatron.com
Facebook - http://www.facebook.com/pizzapatron
Twitter - http://www.twitter.com/pizzapatron

About Richards/Lerma
Richards/Lerma is a full-service branding and creative agency dedicated to crafting insightful and relevant communications for the Hispanic market. Based in Dallas, Richards/Lerma was founded by Pete Lerma and Stan Richards, creative director of the nation's largest independent branding agency, The Richards Group. Current clients include Advance Auto Parts, MetroPCS, Fram, Prestone, Autolite, The Home Depot and Ram Trucks. Richards/Lerma can be found online at richardslerma.com and on Twitter at @richardslerma.

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