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Chicken Fiesta: El Pollo Loco, KFC Up Hispanic Ads
DGWB Reconfigures Into Teams to Handle Workload; M. Zuckerman Inks Deutsche Contract
MEDIA & MARKETING
The battle to lure Hispanic eaters is heating up on the chicken front.
Irvine-based El Polio Loco Inc. and Yum! Brands Inc.'s KFC both recently launched new campaigns aimed at the market.
KFC's campaign, which was created by Adelante, the Hispanic marketing arm of Santa Ana-based DGWB Advertising, pitches KFC's menu to families.
The move includes a shift for Adelante. For the past two years, it had used Hispanic television personality Fernando Arau to pitch the KFC brand, according to trade publication Adweek.
But the OC shop dropped Arau following KFC's move last summer away from former "Seinfeld" actor Jason Alexander, who also was cut from the company's general-market ads.
The reason: KFC got backlash last year when ads created by general-market shop Foote Cone & Belding's Chicago office suggested KFC's fried chicken was healthy, Adweek said. A quick shift followed.
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