El Pollo Loco campaign makes LA connection

Jan. 5, 2017

L.A. ... for Gladys Knight and the Pips, it just proved "too much for the man." While Wang Chung could only manage to "live and die" there. But to fire-grilled chicken chain, El Pollo Loco, the city has far more positive connotations and that's why L.A. is now the center of the chain's latest creative campaign, according to a news release.  

The brand's "Road to Authenticity" campaign produced with the Vitro agency and director, David Gelb, celebrates the company's Los Angeles roots and launches with a mix of 30- and 15-second TV spots that promote the brand's story. 

"There is no denying the immense influence that the vibrant personality and character of L.A. has had on El Pollo Loco," Vitro CEO Tom Sullivan said in a news release. "And it became clear to us our campaign needed to tell this hometown story … through a beautiful and enticing travelogue showcasing exactly what inspires everything they do and have done for over 30 years."

El Pollo Loco's new "Road to Authenticity" advertisements can be viewed here.

"From the boulevards in the vibrant Latino heart of LA, where fire-grilled chicken is a culinary and cultural art form, El Pollo Loco is part of a proud and enduring heritage," El Pollo Loco CMO Ed Valle, said in a news release. "Since first opening in LA in 1980, the people, places and practices of this city have inspired the heart and soul of our brand."

 


Topics: Marketing


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