El Pollo Loco has retained the services of SelectResources International to conduct an agency review. The new assignment will cover strategic marketing and communication needs for the flame-grilled chicken chain, including English- and Spanish-language creative (broadcast and digital), in-restaurant merchandising, and local restaurant marketing.
The review will focus on agencies with established offices in Southern California and is expected to be completed in Q1.
El Pollo Loco’s two incumbent agencies, Krueger Communications, which handles general audience advertising, and cruz/kravetz:IDEAS, which oversees Hispanic, will be invited to participate.
The company’s media investment in 2010 is in the $15-20 million range over both general market and Hispanic media. El Pollo Loco also works with ID Media, the nation’s largest DR media services company—not part of the review.
Mark Hardison, VP/Marketing for El Pollo Loco said they are looking to consolidate with a single agency in a “strategic, total market approach that effectively captures and integrates all aspects of brand communication.”