El Pollo Loco ¡Feel the Mexcellence!

El Pollo Loco, is firing up the brand this month through a multi-faceted campaign that includes new television and radio ads, new social media components and new in-restaurant signage.

As part of the overall brand reinvigoration, the flame-grilled chicken leader this month began airing new television commercials as part of its El Pollo Loco ¡Feel the Mexcellence!SM campaign. The commercials feature menu items made by hand in El Pollo Loco restaurants, including the chain’s signature offering – fresh, natural, citrus-marinated chicken grilled to perfection over flames by experienced Grill Masters backed by over 35 years of El Pollo Loco expertise.

“This powerful multi-media campaign highlights our passion for excellence and clearly shows consumers how El Pollo Loco provides a refuge from typical fast food,” said Mark Hardison, Vice President of Marketing. “We start making lunch before most people eat breakfast, chopping fresh cilantro, sautéing Serrano peppers, and much more. Our El Pollo Loco ¡Feel the Mexcellence!SM campaign is a celebration of all things that make us great and we’re excited to shout that to the masses.”

El Pollo Loco guests will also notice a change inside restaurants with re-vamped signage and displays reinforcing the new El Pollo Loco ¡Feel the Mexcellence! SM theme. Even guests’ register receipts will feature something new – customized messages that play off their orders, such as, “We hope you enjoy your taquitos. We sure enjoyed making them.”

The new television ads stem from a very public commercial shoot that took place June 23, 2011 in front of the El Pollo Loco restaurant on Sunset Boulevard in Los Angeles.

The new multi-faceted marketing campaign is the first since El Pollo Loco announced earlier this year the selection of Hollywood, CA-based goodness Mfg. as its new advertising agency of record. Following an extensive search, goodness Mfg. was picked to handle strategic marketing and communication needs for the nation’s leading flame-grilled chicken chain, including English- and Spanish-language creative (broadcast and digital), in-restaurant merchandising and local restaurant marketing.

The television commercials will air in Los Angeles, Bakersfield, Fresno, Las Vegas, Phoenix, Portland, Reno, Rio Grande Valley, Sacramento, San Antonio, San Diego, San Francisco and Santa Barbara in a mix of both English and Spanish. New radio spots will also air in Salinas, Palm Springs, Phoenix and San Francisco.