Fat Rosie’s rebrand featured by FSR Magazine

The Agency Hack was recently hired as agency of record in February for Fat Rosie’s Taco & Tequia Bar – the Chicagoland favorite created by acclaimed Windy City Chef Scott Harris. HACK’s new “Fluent in Fiesta” rebrand launched in May, and was recently highlighted in the pages of FSR Magazine

“We’ve always been known for bringing the party, and this refresh lets us lean even harder into that experience,” says CEO John Iannucci of Más Mex.

FSR magazine is a trade publication for the full-service restaurant industry. It provides news and business advice for owners, chefs, and executives. The magazine covers menu trends, kitchen design, and hospitality business strategies. It is owned by WTWH Media. Click here to read the entire article in FSR Magazine. 

The Mexican food restaurant first opened in 2015 after Harris’ chance encounter in Mexico with an agave farmer and his loyal donkey. Today, there are six locations across Chicago know for a loud-and-proud atmosphere, 16 different margaritas and regional dishes from across Mexico.

Fat Rosie’s was acquired by in 2023 by Houston-based Más Mex, a private-equity-backed group of neighborhood Mexican restaurants that focus on chef-inspired recipes, fresh ingredients, stellar staff and bringing people together to fiesta.

“Fat Rosie’s is the first full rebrand for our new agency,” said HACK partner, strategist and writer Mike Stopper. “It’s great to see is get so much industry exposure so quickly for Más Mex.”

HACK is a boutique advertising agency from Dallas industry veterans Ken Womack and Mike Stopper who provide award-winning, senior level talent without the staffing layers, wasted time, cost and unclear results found in many of today’s agencies. Their accounts include Clay’s Color Crew, Inside Texas, Wildridge, North Sky, Ten Mile Creek and Escalante’s Tex-Mex.

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