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El Pollo Loco names new ad agency

March 7, 2012

El Pollo Loco Inc. has selected Sausalito, Calif.-based Butler, Shine, Stern & Partners (BSSP) as its new advertising agency of record.

BSSP will handle brand strategy and communication needs for the chicken chain, including the integration of all external, in-restaurant and local marketing communication.

"BSSP's strategic approach, strong creative platform and passion for driving brand and restaurant level performance made them a very compelling choice for us. We're very excited to be partnering with BSSP, and look forward to building a relationship that engages our consumers and continues to drive the success of our brand," said Ed Valle, chief marketing officer of El Pollo Loco.

BSSP's work for the chain will appear beginning in April with new television commercials (English and Spanish), in-restaurant merchandising and other creative elements.

"We're thrilled at the prospect of helping El Pollo Loco with their integrated communications. It's a great business and brand. They take amazing care in the preparation of their food. It's a very compelling story we look forward to sharing," said John Butler, BSSP's executive creative director and co-founder.

El Pollo Loco will continue its relationship with its media strategy and buying partner for general market and Hispanic media, as well as its direct response media services partner. This business was not included in the review.

In 2010, BSSP was named by Adweek as "Best Small Agency of the Decade" and in 2011 was named by Outside Magazine as one of America's Top 50 Places to Work. Its portfolio includes Priceline, MINI Cooper, Columbia Sportswear, Sorel, AT&T Interactive, Isis Mobile Payments, Greyhound, Nokia, Electronic Arts, Mission Foods and RadioShack.

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