Our parent company, ViTrue, is powering a new Moe's burrito contest where your video creation can WIN a BURRITO for LIFE.  Submissions will be accepted starting June 26, 2006.  Get ready to Salsa!!

Check out www.moes.com for more information.
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Moe’s Southwest Grill Partners with ViTrue, Inc. to Launch User-Created Advertising Campaign

Leading Franchise is First Restaurant Company to Harness the Power of Dedicated Consumer Ad Technology  

ATLANTA (June 20, 2006) – ViTrue, Inc., pioneer of the world’s first User-Created Advertising Platform, today announced a partnership with Moe’s Southwest Grill, one of America’s fastest growing restaurant franchises. Under the agreement, ViTrue will create an online community that enables Moe’s consumers to create, produce and upload their own video ads. The program includes a destination Web site consumers vote for, comment on and share their ads. The site is powered by Sharkle.com, ViTrue’s online consumer video sharing community.    

Moe’s, with more than 300 restaurants open and another 700 in development, is the flagship brand of Raving Brands, an Atlanta-based multi-concept portfolio company. Moe's explosive growth, along with its friendly and irreverent attitude, has made it a brand that has both benefited from and continues to drive innovative grassroots and viral marketing. From its signature “Welcome to Moe’s!” greeting to its unique in-store environment and energetic crew members, Moe’s has taken a grassroots approach to marketing since its inception, and that effort remains a hallmark of its marketing today. 

“Moe’s loyal customers love our brand and our marketing, and the ViTrue/Sharkle platform is viral marketing on steroids.  This relationship will allow our consumers to express their sense of our brand and its offerings in a way that is genuine and contagious,” explains Stephen M. LaMastra, President of Raving Brands.  “We like this approach to advertising because it allows our consumers to interact and drive content about our brand.  Just as Raving Brands has been an industry leader in pioneering an innovative franchise model, we will be a leader in leveraging this technology, and this partnership, across our brand portfolio.”

Multiple Online and Offline Marketing Elements Create Large Scale Brand Awareness

Through the agreement, ViTrue will help bring the “Moe’s Burrito in Every Hand” campaign and vision to online audiences.  Moe’s is currently executing this campaign across all of its restaurant locations via in-store, radio, TV, print and online marketing. The relationship with ViTrue will assist Moe’s in harnessing the full capacity of its online presence, especially as Moe's continues to expand in communities across the country.

“This partnership empowers Moe’s and Raving Brands to set the standard for viral marketing in the restaurant industry,” says Reggie Bradford, founder and CEO of ViTrue.  “ViTrue’s technology takes customer and brand interaction to a whole new level. In this case, Moe’s irreverent and community-rich nature has the potential to expand exponentially,” explains Bradford.

In the submitted advertisements, consumers will be asked to showcase how they are doing their part to put a Moe’s burrito in the hand of every woman, child and man across the nation.   Submitted ads will be voted on by the Moe’s and Sharkle.com communities along with panel of Moe’s representatives.  The grand prize winner for best overall submission will win Moe’s Burritos for Life* and secondary winners will be eligible for various prizes including free Moe’s burritos for a year.

The ViTrue/Moe’s campaign will launch June 26 and will be marketed in all Moe’s locations via radio, direct mail, direct email and in-store displays. Ad creation details and tools are available at http://www.moes.sharkle.com.

Sharkle.com Creates Opportunity for Online Community to Champion Consumer Brands

Sharkle.com allows users to interact with and influence brands in the manner that no other community generated content site does.  ViTrue’s agreements with traditional consumer brands, such as Raving Brands, provide the online community the opportunity to create, vote for and distribute ads. Additionally, several campaigns offer a significant prize for high-caliber ad submissions. 

“Combining the Sharkle.com community with strong consumer brands is the way forward in maximizing social networks for true marketing innovation.  We sense that the Moe’s brand will see lift due to the additional exposure gained from our platform,” concludes Bradford.

About ViTrue, Inc.
Headquartered in Atlanta, ViTrue is reinventing the way brand marketing is created, priced and distributed via an online video platform that combines user services, user tools and brand partnerships.  ViTrue’s Platform is a user created advertising product that enables brands to leverage consumer creativity to produce more relevant and engaging advertisements at a lower cost of production.  The Company’s premier online video sharing community, www.sharkle.com, is the destination for more than one million unique users each month to watch videos, share videos, build community, and vote for the videos they like most.  For additional information, please visit www.vitrue.com.

About Moe’s Southwest Grill

Moe’s Southwest Grill offers fun, fresh southwestern cuisine with a healthy twist.  The Atlanta-based company was founded by Martin Sprock in December 2000 and currently has over 700 franchise units in development in over 35 states.  Moe’s Southwest Grill was ranked number 11 in Inc. Magazine’s 2005 Top 500 ranking of the fastest-growing private companies and was presented with the 2004 “Hot Concepts!” award.  “Hot Concepts!” is presented by Equal® and managed and produced by Nation’s Restaurant News.  Moe’s Southwest Grill is part of Atlanta-based Raving Brands.

About Raving Brands

Founded in 2000, Atlanta-based Raving Brands is a multi-brand restaurant franchise company with nine different brands.  The company was ranked #1 in Fast Casual magazine’s “2005 Top 100 Movers and Shakers.”  The company’s flagship brand, Moe's Southwest Grill, is a 2005 Inc. magazine Top 25 Company, was rated 6th in Fast Casual magazine’s “2005 Top 100 Movers and Shakers” and was Nation’s Restaurant News’ 2004 Hot Concepts! award winner.  Collectively, Raving Brands expects to operate more than 1,000 locations of its brands nationwide by 2010.  For additional information on the company and its concepts, visit www.ravingbrands.com. 

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*One (1) free burrito every week for the rest of winner’s life (up to 55 years).  No Purchase Necessary.  Must be 18 years of age to enter.  For entry and details, see Official Rules at participating restaurants or at www.moes.com.