El Pollo Loco

El Pollo Loco is a Southern California staple, relished for its flame-grilled chicken and fresh ingredients and embraced for its Mexican-American heritage.  But it hasn't been impervious to competition - especially with "better-for-you" options on every corner. And, like most every company we know, El Pollo Loco has felt the pangs from economic downtown, especially from its hard-hit core Hispanic consumers. We set out to contemporize and reinvigorate the brand, creating fun provocative integrated campaigns like "Hand-Made Fire" and "Stomach Serenade." We came up with the handle ¡Feel the Mexcellence! and have repositioned the brand as a fresh, flavorful refuge in a sea of stale fast food. Take a look.