February 10, 2011 // Franchising.com // COSTA MESA, Calif. - Following an extensive search for a new creative partner that began last November with the review of more than 35 agencies, El Pollo Loco, Inc. announced today it has selected Hollywood, CA-based goodness Mfg. as its new advertising agency of record.
goodness Mfg. will 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.
Commenting on the decision, Mark Hardison, Vice President of Marketing for El Pollo Loco, Inc. said, "The goodness Mfg. team was a tour de force of strategic insight and creative talent and we couldn't be more pleased with our decision. They are smart, passionate brand champions who demonstrated a solid understanding of our business and our brand, along with the ability to leverage consumer insights and research in developing a compelling and differentiated brand communications platform that we believe will resonate deeply with consumers in both general and Hispanic markets."
goodness Mfg.'s first work for El Pollo Loco will appear in late May in the form of new television commercials (English and Spanish), in-restaurant merchandising, and other creative elements.
Sharing the agency's enthusiasm in winning the account, goodness Mfg. CEO Rick Eiserman said, "We are honored to work with such a beloved brand and excited about the opportunity to fortify El Pollo Loco in the hearts and minds of consumers through a total market approach that integrates all expression of the brand in a compelling and breakthrough way. The diversity and reach of the business is a great fit for goodness Mfg.'s broad arsenal of media disciplines and we are thrilled to share a table with El Pollo Loco in this next evolution of the brand."
El Pollo Loco also recently brought on board Los Angeles-based MBMG as its media strategy and buying partner for general market and Hispanic media and Interpublic Group's ID Media, the nation's largest direct response media services company, to oversee the strategic planning and implementation of print media and couponing.
Headquartered in Costa Mesa, California, El Pollo Loco, Inc. currently operates more than 400 restaurants located primarily in California, with additional restaurants in Arizona, Colorado, Connecticut, Georgia, Illinois, Nevada, Oregon, Texas and Utah. El Pollo Loco's menu features its signature citrus-marinated, flame-grilled chicken in individual and family-size meals served with warm tortillas, freshly prepared salsas and an assortment of sides. El Pollo Loco also serves a variety of Mexican-inspired entrees featuring the chain's citrus-marinated, flame-grilled chicken, including Pollo Bowl® entrees, pollo salads, grilled burritos, tacos and more. For more information, visit www.elpolloloco.com.
goodness Mfg. is a new breed ad agency of 150 world-class creatives and technologists. They work together in a state-of-the-art, 65,000-square-foot facility at the nexus of Pop culture in Hollywood, CA. The agency's founders are five former CP + B principals who have helped create some of the most significant brand phenomena of the last decade for Burger King, IKEA, Miller High Life, Mini Cooper and TRUTH Anti-Smoking. Their client roster includes American Cancer Society, CODA Automotive, El Pollo Loco, Google, LucasArts, Newegg.com, P&G, Toshiba Consumer Electronics and more.