El Pollo Loco Names Butler, Shine, Stern & Partners

New Advertising Agency of Record

03/06/2012 - COSTA MESA, CA - El Pollo Loco, Inc. announced today it has completed it’s agency review and selected Sausalito, CA-based Butler, Shine, Stern & Partners (BSSP) as its new advertising agency of record. BSSP will handle brand strategy and communication needs for the nation’s leading flame-grilled chicken chain, including the integration of all external, in-restaurant and local marketing communication.

Commenting on the decision, Ed Valle, chief marketing officer for El Pollo Loco said, “BSSP’s strategic approach, strong creative platform and passion for driving brand and restaurant level performance made them a very compelling choice for us. We’re very excited to be joining with BSSP as partners, and look forward to building a relationship that engages our consumers and continues to drive the success of our brand.”

BSSP’s work for El Pollo Loco will appear this April in the form of new television commercials (English and Spanish), in-restaurant merchandising, and other creative elements.
Sharing the agency's excitement in winning the account, BSSP's executive creative director and co-founder, John Butler, said "We're thrilled at the prospect of helping El Pollo Loco with their integrated communications. It's a great business and brand. They take amazing care in the preparation of their food. It's a very compelling story we look forward to sharing."

El Pollo Loco continues the relationship with its media strategy and buying partner for general market and Hispanic media, as well as its direct response media services partner. This business was not included in the review.

About El Pollo Loco

Headquartered in Costa Mesa, California, El Pollo Loco, Inc. currently operates nearly 400 restaurants located primarily in California, with additional restaurants in Arizona, Connecticut, Illinois, Nevada, Texas and Utah. El Pollo Loco’s menu features its signature citrus-marinated, flame-grilled chicken in individual and family-sized 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, grilled chicken salads, grilled burritos, tacos and more. For more information, visit www.elpolloloco.com

About Butler, Shine, Stern & Partners

BSSP (www.bssp.com) is a full-service marketing communications agency based in Sausalito, CA, providing services in advertising, online marketing, web development, data analytics, integrated communications planning, brand identity, design and strategic brand consulting. In 2010, BSSP was named by Adweek as “Best Small Agency of the Decade” and in 2011 was named by Outside Magazine as one of America’s Top 50 Places to Work.

BSSP is one of the largest independent agencies on the West Coast and is known for providing highly creative, fully accountable marketing solutions to a broad array of marketers including Priceline, MINI Cooper, Columbia Sportswear, Sorel, AT&T Interactive, Isis Mobile Payments, Greyhound, Nokia, Electronic Arts, Mission Foods, and RadioShack.


Christina Fumia
El Pollo Loco, Inc.


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