Food Industry
Industry: Email Alert RSS FeedDouble exposure: El Pollo Loco spices up its image with separate American and Hispanic ads.(Storyboard)
Chain Leader, July, 2004 by Littman, Margaret
After a one-year advertising campaign in 2003 showed consumers that El Polio Loco cooks its chicken on the grill, the QSR decided to beat things up The Irvine, Calif. based chain hired a 2-year-old firm from a field of 60 candidates to develop a higher quality image linking the concept to its Mexican heritage. El Pollo Loco was a well loved 5-year-old brand in Mexico when it immigrated to the United States in 1980.
The resulting new "Taste the Fire" campaign is part of the privately held firms efforts to spice up its image as it expands into new markets.
The company launched new TV radio and in-store ads in May in California, Arizona, Nevada and Texas. The campaign may expand with the chain into other media markets such as Chicago, which El Polio Loco...
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