Irvine, California-based Mexican chicken chain El Pollo Loco yesterday [Monday] announced a new advertising campaign and the debut of “Loco”, a lively, animated spokesbird.
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Following three years in which sales increased by nearly 20%, El Pollo Loco is introducing consumers to Loco, who will be offering up solutions on how to survive the little insanities of modern life.
Animation techniques help the character come to life with fluid movement and loads of personality. It represents a distinct departure from last year’s campaign, which focused on the different ways people experience El Pollo Loco. The new campaign highlights El Pollo Loco’s signature chicken and fresh Mexican offerings.
“El Pollo Loco is all about freshness, flavor and value, and our food is also fun to eat,” said Margaret Jenkins, VP of marketing for El Pollo Loco: “What’s exciting about Loco, our new animated chicken, is that he embraces the essence of the brand by enthusiastically conveying how El Pollo Loco makes life easier for people – whether it’s offering them great value or a new menu item.”
The campaign includes 30 second television spots that showcase Loco in various humorous predicaments.
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By GlobalData“Loco represents the frantic days and evenings we all experience,” said Cliff Einstein, chairman and CEO of West Hollywood, Calif.-based Dailey & Associates, the agency that created the campaign and which has served as El Pollo Loco’s general market agency since 1998.
The new spots will run periodically during the year in select West Coast markets including Southern California, Northern California, Phoenix and Las Vegas.
In addition to television commercials, the campaign will feature 60 second radio spots featuring Loco. This Spring, El Pollo Loco will introduce a new Spanish language advertising campaign created by its Hispanic agency, Los Angeles-based cruz/kravetz: IDEAS.
