News

El Pollo Loco is feeling the Mexcellence

July 17, 2011

El Pollo Loco is launching a multi-faceted campaign that includes new television and radio ads, social media components and in-restaurant signage, all highlighting the chain's passion for flavor, preparation and experience.

As part of the overall brand reinvigoration, the chain began airing new television commercials with the tagline: "El Pollo Loco ¡Feel the Mexcellence!" The commercials feature menu items made by hand in El Pollo Loco restaurants, including the chain's signature citrus-marinated, grilled chicken.

"This powerful multi-media campaign highlights our passion for excellence and clearly shows consumers how El Pollo Loco provides a refuge from typical fast food," said Mark Hardison, vice president of marketing. "We start making lunch before most people eat breakfast, chopping fresh cilantro, sautéing Serrano peppers, and much more. Our 'El Pollo Loco ¡Feel the Mexcellence!' campaign is a celebration of all things that make us great and we're excited to shout that to the masses."

El Pollo Loco is also re-vamping signage and displays reinforcing the new "El Pollo Loco ¡Feel the Mexcellence!" theme. Guests' register receipts will feature new customized messages that play off their orders, such as, "We hope you enjoy your taquitos. We sure enjoyed making them."

Updated Facebook page and new offers

The "El Pollo Loco ¡Feel the Mexcellence!" campaign also introduces fans to a fully revamped Facebook page and an innovative Pass the Flame game that launches today. To play, Facebook fans just need to click on the "¡Feel the Mexcellence" tab on the left. They'll be able to use their left and right arrow keys to create their own "flame" from a virtual bow drill.

When flame rises to a certain level on screen, users will be able to pass it to their Facebook friends. After three passes of the flame, participating fans will receive a coupon. El Pollo Loco's new Facebook page will also host videos from the making of the bow drill commercial, featuring behind-the-scenes footage.

Coinciding with the campaign launch are two new offers: a $5 deal for El Pollo Loco's 2-piece Leg & Thigh Combo, which comes with a choice of two classic sides and a drink, and El Pollo Loco's whole chicken (eight pieces) for $10 with eight free tortillas. Both deals are available through the end of July.

The new multi-faceted marketing campaign is the first since El Pollo Loco announced earlier this year the selection of Hollywood, Calif.-based goodness Mfg. as its new advertising agency of record.