It took nearly three months and over 35 agencies to review, but restaurant chain El Pollo Loco has finally decided that fellow Cali operation Goodness Mfg. will serve as AOR.
The Costa Mesa, CA-based operation picked Goodness to handle strategic marketing and communication needs including English and Spanish-language creative (broadcast and digital), in-restaurant merchandising, and local restaurant marketing. In a statement, El Pollo Loco’s VP of marketing Mark Hardison explains his company’s choice, saying, “The [G]oodness Mfg. team was a tour de force of strategic insight and creative talent and we couldn’t be more pleased with our decision. They are smart, passionate brand champions who demonstrated a solid understanding of our business and our brand, along with the ability to leverage consumer insights and research in developing a compelling and differentiated brand communications platform that we believe will resonate deeply with consumers in both general and Hispanic markets.”