El Pollo Loco Highlights Dual Communication Strategy with Two New Advertising Campaigns; The...

IRVINE, Calif. -- El Pollo Loco Inc. announced today the debut of two new advertising campaigns -- one from its general market advertising agency partner, Krueger Communications, and another from its Hispanic agency-of-record, cruz/kravetz:IDEAS. Both agencies are based in the Los Angeles area.

The new campaigns continue El Pollo Loco's pioneering approach of customizing messages to embrace its unique relationship with different groups. El Pollo Loco's Chief Marketing Officer Karen Eadon explained the distinction. "For general audiences, El Pollo Loco began 25 years ago as a great discovery -- a flavorful find that has become increasingly popular through the years. Our communication with this group focuses on the special attributes that distinguish El Pollo Loco from typical fast food."

El Pollo Loco's communication to Spanish-speaking Hispanics takes a somewhat different approach based on the brand's authentic Mexican roots and the connection many Hispanics have with "pollo asado," chicken that is marinated and flame-grilled. "Our creative approach with Spanish-speaking Hispanics taps into their passion for the citrus-marinated, flame-grilled taste of El Pollo Loco, which for many is reminiscent of food their families prepared as they were growing up," said Eadon.

El Pollo Loco's dual communication strategy is brought to life in new television commercials that begin airing today in select West Coast markets.

Master of the El Pollo Loco Flame "Tells It Like It Is" in New General Audience TV Spots

El Pollo Loco believes that mega fast food providers have lowered consumers' expectations for quality and taste with heat-and-serve food that's mass-produced and mediocre at best. But it doesn't have to be that way. The Master of the El Pollo Loco Flame returns this year in fresh new television commercials created to enlighten people about the remedy for tasteless fast food. He does so by explaining the difference between ordinary fast food and El Pollo Loco, where fresh chicken is marinated in citrus juices and then flame-grilled with pride by experienced cooks.

"Far from the rather tasteless faire served at many fast food providers, El Pollo Loco is at a different level -- the highest level," explained John Krueger, chief creative officer of Krueger Communications, the agency that created the campaign. "We want consumers to know that they don't have to settle for less. Our new commercials propel El Pollo Loco to the frontier of fast food quality by reinforcing the brand's commitment to premium qualities, such as freshness, flame-grilling and cooking expertise."