El Pollo Loco Releases Social Video Series as Part of ‘Road to Authenticity’ Campaign
March 29 2018 - 9:00AM
El Pollo Loco (Nasdaq:LOCO), the nation's leading fire-grilled
chicken chain, today announced the release of a five-part social
video series that celebrates the Company’s rich heritage and
differentiated brand pillars. Created in partnership with creative
agency, VITRO, the series is an extension of El Pollo Loco’s ‘Road
to Authenticity’ campaign, which launched in January 2017. The
videos feature artwork from renowned Latino artist Jorge Gutierrez.
The five-part series introduces a mariachi band inspired by El
Pollo Loco’s Mexican-American roots. In each video, the band sings
the story of the various brand equities that differentiate El Pollo
Loco and make the iconic brand so special – from its real cooking
and fresh ingredients, healthier alternatives, from-scratch salsas,
hand-cut avocados, and of course its signature, citrus-marinated
fire-grilled chicken. The videos include Dia de los Muertos
inspired artwork and incorporate elements from traditional Mexican
folklore.
“We’re excited to release these fun and engaging videos that pay
homage to the Mexican culture that has long been the foundation of
El Pollo Loco’s authentic and flavorful offerings,” said Ed Valle,
Chief Marketing Officer of El Pollo Loco. This series further
elevates our brand story and celebrates our unique passion for
preparing delicious, hand-crafted Mexican entrées that provide an
equally craveable yet healthier alternative to typical fast
food.”
The first of El Pollo Loco’s five-part series, ‘Eating Low Cal’
was released today and highlights the brand’s low-calorie menu
items. ‘Respect the Chicken’ will be the second video to roll out
next week followed by remaining content in the month ahead.
“The idea of using mariachis for El Pollo Loco was a natural one
for us. The brand has so much history and Mexican-American heritage
that it was just a natural fit,” said Tom Sullivan, Chief Executive
Officer of VITRO. “As far as execution, we wanted to ensure that
the concept was authentic to El Pollo Loco’s roots but still
carried a current, playful and a pop-culture feel – teaming up with
Jorge Gutierrez for the illustrations and working with an
outstanding group of real mariachis went a long way to
accomplishing that.”
“I am thrilled to introduce this brand new mariachi skeleton
band to the El Pollo Loco familia,” said Jorge Gutierrez. “The band
art was inspired by the fun and spicy flavors of the Mexican food
at El Pollo Loco.”
El Pollo Loco’s social video series can be viewed here, and will
be available on the Company’s official YouTube, Facebook,
Instagram, and Twitter channels.
About El Pollo Loco El Pollo Loco (Nasdaq:LOCO)
is the nation's leading fire-grilled chicken restaurant chain
renowned for its masterfully citrus-marinated, fire-grilled chicken
and handcrafted entrees using fresh ingredients inspired by Mexican
recipes. With more than 475 company-owned and franchised
restaurants in Arizona, California, Nevada, Texas, Utah, and
Louisiana, El Pollo Loco is expanding its presence in key markets
through a combination of company and existing and new franchisee
development. Visit us on our website at www.elpolloloco.com.
About VITRO Featured in Ad Age's Top Ten list
two of the last five years, VITRO has been driving business forward
more than 25 years for iconic companies like Adidas, AB-Inbev,
Campari, Heineken, Disney, Petco, Lexus, Marvel, and many more. The
agency is fully integrated, having won top awards across multiple
disciplines throughout the globe from Cannes, One Show, CA, Obies,
FWA People’s Choice, Reggies, and Ex Awards.
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MEDIA CONTACT:
Kate KohlbrennerICR646-277-1250LOCO@icrinc.com
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