News

El Pollo Loco taps new AOR

February 9, 2011

After an extensive process that began with more than 35 agencies in mid-November, El Pollo Loco Inc. has chosen its new advertising agency of record. Hollywood, Calif.-based goodness Mfg. was tapped for the job and will handle strategic marketing and communication needs for the chicken chain, including English- and Spanish-language creative (broadcast and digital), in-restaurant merchandising and local restaurant marketing.

goodness Mfg.'s first work for El Pollo Loco will appear in late May in the form of new television commercials (English and Spanish) and other creative elements.

"The goodness Mfg. team was a tour de force of strategic insight and creative talent and we couldn't be more pleased with our decision," said Mark Hardison, vice president of marketing for El Pollo Loco Inc. "They are smart, passionate brand champions who demonstrated a solid understanding of our business and our brand, along with the ability to leverage consumer insights and research in developing a compelling and differentiated brand communications platform that we believe will resonate deeply with consumers in both general and Hispanic markets."

Streamlined message

The new AOR strategy will streamline El Pollo Loco's formerly separate Hispanic and general market accounts.

"The consumer market has evolved and it's important that we, as a brand, come into the marketplace with one consistent voice," said Hardison. "We were finding, with two separate agencies, that our message was disparate. They looked different and felt different and we believed it was taking away from the brand more than adding to it. To have consistency in the way the brand is presented to everyone is a huge deal, and it is simple and necessary."

The search for a new AOR began a couple of months after a leadership change and slow first and second quarter 2010 results for the company.

SelectResources International, a nationally acclaimed consulting firm, conducted the agency review for the 400-unit, Cosa Mesa, Calif.-based chain.

El Pollo Loco's incumbent agencies, Krueger Communications for general audience advertising and cruz/kravetz:IDEAS for Hispanic advertising, elected not to participate in the review.

El Pollo Loco also recently brought on board Los Angeles-based MBMG as its media strategy and buying partner for general market and Hispanic media and Interpublic Group's ID Media, the nation's largest direct response media services company, to oversee the strategic planning and implementation of print media and couponing.