Advertising Agency Innocean Secures Creative Duties for El Pollo Loco from Organic
El Pollo Loco, the 50-year-old QSR, is turning heads and revamping its creative business by partnering with Innocean USA. The move comes as the brand aims to bridge the gap between its traditional fanbase and a younger, hipper crowd.
The three-month battle resulted in Innocean's winning concept not only securing the business but also shaping the entire brand lift-off, scheduled for nationwide release on May 15. El Pollo Loco's CMO, Jill Adams, revealed to ADWEEK that the brand is midway into a three-year brand overhaul, with the business in great shape, but the focus is on appealing to the next 50 years of El Pollo Loco clients.
The forthcoming campaign will foster an "evolution, not a revolution" approach. Although the logo and color palette remain, the brand refresh will emphasize quality and freshness, with a spotlight on both the food and the experiences associated with it. The campaign will unfold across traditional, digital, and social platforms, with a sneak peek anticipated during their May 1 earnings call.
The hunt for the perfect partner was led by consultancy The Burnett Collective, who carefully narrowed down candidates based on regional presence, QSR experience, and a few non-negotiables. Innocean edged out competitors by continually communicating throughout the process, allowing them to adapt their pitch into a comprehensive brand blueprint.
Innocean's chief creative officer, Jason Sperling, expressed that the win marks a significant evolution for the agency, signaling a shift in the industry's radar. The success, paired with positive feedback from the consultants and clients, reaffirms the progress made by the agency since its evolution and the talent it has brought onboard.
Sperling emphasized that although Innocean joined the race late, they made the most of their time to impress. The combination of groundbreaking concepts and strategic thinking promises to elevate the brand to iconic status, broadening its customer base.
El Pollo Loco originally partnered with Organic, starting off as its social and digital AOR before expanding into creative duties in 2023. Adams praised Organic as wonderful partners, but they felt it was the right time to explore fresh ideas with another agency to embark on their next 50 years.
To make a comeback, El Pollo Loco is reconnecting with its origins: a story that takes root not in a kitchen but a shoe store. The founder, disgruntled by inconsistent chicken restaurant hours, closed his shoe business and opened a restaurant using his mother's marinade in Guasave, Sinaloa, Mexico in 1975. Today, El Pollo Loco has more than 500 locations spread across California, Nevada, Texas, Arizona, Utah, Louisiana, and Colorado, with nearly 80% based in California.
El Pollo Loco is tight-lipped about the investment in the rebrand and its current media spend. The company reported a revenue of $473 million for fiscal year 2024, a slight increase compared to the previous year, according to its most recent earnings report.
- The brand lift-off being scheduled for nationwide release on May 15 is a result of Innocean USA's winning concept securing the business and shaping El Pollo Loco's entire image overhaul.
- Jill Adams, El Pollo Loco's CMO, has revealed the brand is midway through a three-year brand overhaul, aiming to appeal to the next 50 years of El Pollo Loco clients.
- The forthcoming campaign will reflect an "evolution, not a revolution" approach, emphasizing quality and freshness with a focus on food and associated experiences.
- Innocean USA's partnership with El Pollo Loco signifies a significant evolution for the agency, marking a shift in the industry's radar and reaffirming the progress the agency has made since its evolution.
- El Pollo Loco's reconnection with its origins, first as a shoe store, symbolizes its comeback story, starting from the founder's discontent with inconsistent chicken restaurant hours and his eventual move to open a restaurant using his mother's marinade in 1975.
