El Pollo Loco this month launched a rebrand and accompanying campaign as the fast-casual grilled chicken chain continues its ongoing three-year strategy around strengthening its identity, keeping pace with culture and increasing awareness. But even as the company faces a challenging consumer environment, CMO Jill Adams said that its efforts are a brand turnaround — not a business one.
“Our business is incredibly healthy,” the executive said. "We've been in business for 50 years. How do we think about the next 50 years and the legacy we want El Pollo Loco to leave as we go into that journey?”
To help build that legacy, El Pollo Loco evaluated its brand and found an opportunity to communicate more authentically about the brand’s value proposition as it looks to engage consumers and find new ones while growing its footprint.
Core to the brand refresh, which launched on May 15, is a new tagline, “Let’s Get Loco,” a double entendre that serves as both a call to action (“What should we have for dinner? Let’s get Loco”) and a play on the Spanish word for crazy. In this case, the chain wants to engage with consumers around the passions for which they “go loco” — a message it shared in a brand manifesto video.
“It's a new tagline, but it's so much more than a tagline. It's really about celebrating the passion of others,” Adams said. “We wanted to ensure this campaign could work very hard in terms of driving awareness and consideration, but then as people get to know the brand, there's a deeper meaning to it.”
Evolution, not revolution
Along with the new tagline, the refresh includes updated consumer touchpoints across digital and in-store that feature new color schemes, fonts and layouts that Adams described as “more evolution, not revolution.” New creative agency of record Innocean USA worked on the refresh and accompanying campaign.
“Our hope is to grow the business and build the brand fandom they deserve with smart, strategic work. That means offer-driven ads that stand apart and establish a unique brand voice, complemented by bold, word-of-mouth moments that get talked about and drive engagement across all platforms,” said Jason Sperling, the agency’s chief creative officer, in emailed comments.
On the heels of the revamp, El Pollo Loco will run two food-focused ads across TV, digital and social with paid media support. A buoyant 15-second spot pitches the chain’s new salads and wraps as juicy, creamy, tangy and “greeny,” while a separate ad takes on “counterfeit chicken.” Beyond marketing, El Pollo Loco unveiled a new remodel and prototype for its physical locations, and has been working for the last two years on an enhanced loyalty program for its digital properties.
“This [rebrand] will feel like this natural progression of who we've always been, because of those building blocks we've laid across other pieces of the business,” Adams said.
El Pollo Loco’s brand refresh and growth plans come at a time of continued economic uncertainty and consumer hesitance. The chain, and its competitors in the fast-casual sector and beyond, have also faced labor and supply chain issues. During such periods, El Pollo Loco will look to meet consumers as they seek dependable, reliable comfort without sacrificing quality.
“When there is ever economic uncertainty, we still want to have those moments of affordable luxury, or a moment of escape, maybe from the everyday grind,” Adams said. “That's the role that restaurants play, so we're really positioned so well.”
