The world famous Too Hot Tamales, Susan Feniger & Mary Sue Milliken, became celebrity chefs before the term was even coined. With their groundbreaking Border Grill restaurants, the Too Hot Tamales earned have earned their way into culinary stardom.
The Border Grill concept has paved the way for a generation of new chefs who have been influenced by Latin cultures.
With the addition of their fourth location at The Forum Shops in Las Vegas, Border Grill retained the JWA teams in both LA and Las Vegas to not only increase awareness and visibility for the restaurants, but to help the company create and execute new programming concepts, outreach to a new generation of food media and to develop partnerships and relationships to further grow their private party and catering businesses.
CAMPAIGN SPOTLIGHT: LATIN STREET FOOD FIGHTS
In August 2015, Border Grill DTLA launched a monthlong melee featuring showdowns of street-side signatures from eight Latin nations. JWA’s campaign centered around week-to-week press updates, blogger interaction and invites, and a voting process that built around social media to generate organic publicity. With over 200 social media posts and press across multiple local outlets including LA Weekly, Los Angeles Magazine, Eater LA, Food GPS, and a host of blogs, the event was successfuly branded the World Cup of Street Grub!