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El Pollo Loco Leads Fans to the Dark Side
March 06, 2007
Chicken takeout chain El Pollo Loco is injecting some humor in its new TV campaign to broaden appeal to the growing Hispanic market.
In the spot, Lupe, a sweet-natured home nurse, begins to feed El Pollo Loco’s juicy flame-grilled chicken to a wheelchair-bound grandma. But Lupe is suddenly overcome by temptation and devours the delicious chicken as grandma agonizingly looks on. As the spot closes, grandma musters up her strength and reaches out to try and grab a taste of El Pollo Loco’s fresh flame-grilled chicken.
“Our creative approach taps into Hispanics’ passion for the citrus-marinated, flame-grilled taste of El Pollo Loco, and our new spots reveal what happens when nice people find themselves pushed to the dark side by their craving for the extraordinary taste of El Pollo Loco,” CMO Karen Eadon of the chain's four new Spanish-language spots breaking today, said in a statement. The chain is readily seen in California and the Southwest, with a Chicago location and a presence at the Foxwoods Resort & Casino in Connecticut.
Los Angeles-based cruz/kravetz:IDEAS created the ads for the 360-unit restaurant chain. The strategy, "The Mexican sabor of our fresh flame-grilled chicken brings out the loco in you," is meant to reinforce powerful relationship Hispanics have with El Pollo Loco.
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Copyright 2007 Marketing y Medios |
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