El Pollo Loco taps goodness Mfg.


This following a review that began last November with more than 35 agencies, El Pollo Loco selected LA-based goodness Mfg. as its new AOR—besting RPA Santa Monica, CA in the last round. goodness Mfg. will handle 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. El Pollo Loco major media spend is estimated at $17 million annually.

goodness Mfg.’s first work for El Pollo Loco (400 restaurants-strong) will appear in late May in the form of new television commercials (English and Spanish), in-restaurant merchandising, and other creative elements. The first work is expected in May.

Not part of the review, El Pollo Loco also recently brought on board LA-based MBMG for planning and buying for general market and Hispanic media and Interpublic Group’s ID Media, the nation’s largest DR media company, to oversee the strategic planning and implementation of print and couponing.