El Pollo Loco Hires L.A. Firm to Handle Ads
El Pollo Loco has hired a large national advertising agency to help promote the Mexican-style fast-food chain and its expansion plans.
The chain, known for its flame-broiled chicken, said the Los Angeles office of Foote, Cone & Belding will take over its $10-million advertising account.
El Pollo Loco needs a “deeper pool of talent” to help it expand across the country and outside the United States, said Lou Franson, vice president of marketing. Two restaurants are under construction in Singapore and others are operating in the Philippines.
The fast-food company has concentrated most of its 215 franchise and company-owned restaurants in Southern California. Others are in Arizona, Texas, Nevada and the rest of California, and Franson said the company plans to add more stores in those areas.
Foote, Cone’s job is to entice new customers to the restaurants, said Joel Hochberg, the agency’s executive vice president and general manager of the Los Angeles office. “People who love it, love it a lot,” he said.
Hochberg said the agency’s first challenge will be to get the word out about the “Pollo Bowl,” a $2.99 bowl of chicken, rice, beans, onions, tomato and cilantro that boasts of having only 7 grams of fat.
The agency’s other clients include Mattel Inc., Sunkist Growers and Sizzler International Inc.
Foote, Cone takes over from dGWB Advertising in Irvine. El Pollo Loco’s Latino advertising will continue to be handled by Casanova, Pendrill Publicidad Inc. in Irvine.
