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El Pollo Loco Hispanic Advertising Info
Negocios - Costa Mesa-based El Pollo Loco Inc. has hired a Hollywood company to be its advertising agency of record. Goodness Mfg. will handle general market and Hispanic advertising for the Mexican fast food chain, which has more than 400 restaurants, mostly in California.
Goodness’ client roster also includes the consumer electronics arm of Tokyo-based Toshiba Corp., Atlanta-based American Cancer Society Inc. and Google Inc. of Mountain View. Goodness beat out more than 35 agencies to win the account, which was valued at $15 million to $20 million last year.
New El Pollo Loco television spots in English and Spanish, created by Goodness, are set to begin airing in May along with new restaurant displays.
El Pollo Loco’s advertising work previously was divided between two agencies: Venice-based Krueger Communications as the lead agency and cruz/Kravetz:Ideas of Burbank handling Hispanic marketing.
El Pollo Loco said in November it hired Santa Monica-based consultant SelectResources International to assist with the search for a single advertising agency.
In December, El Pollo Loco had narrowed down its search to three agencies: Goodness along with Los Angeles-based McCann West/Casanova Pendrill and Santa Monica-based Rubin Postaer and Associates.
Work on El Pollo Loco’s direct mail marketing, handled by Interpublic Group of Cos.’ ID Media Inc. of New York, was not put up for review.
El Pollo Loco also recently hired Los Angeles-based Milner Butcher Media Group LLC, a media research and consulting firm, for assistance on marketing campaigns.
Ahorre February 11, 2011 07:31 AM