Madison-based Mexican casual dining chain Don Pablo’s Mexican Kitchen is launching a new multi-faceted, national advertising campaign today [Monday] based around a theme of “Let Go Amigo”.

Owned by Avado Brands, the Don Pablo’s Mexican Kitchen brand operates 131 restaurants in 22 states. The new US$15m campaign will be featured on television, cable and radio as well as graphic enhancements to the menu.

VP of Marketing Sue Morgan commented: “Fun is at the heart of the new ads.

“To be the leading Mexican brand in our category, Don Pablo’s must deliver much more than a quality, authentic meal. The ads are designed to tell consumers that Don Pablo’s will exceed your expectations for quality, food, value, service and atmosphere. It’s about engaging the consumer in a true Mexican experience, in addition to a great meal.”

The TV adverts will air on television and cable networks in 29 designated market areas to support 75% of the system. Sixty-second radio adverts will complement the TV spots in music and message.