Dailey Playing Chicken

Breaks First Work for El Pollo Loco Chain
LOS ANGELES–El Pollo Loco’s flame-broiled chicken takes the spotlight in a tuneful new broadcast campaign from Dailey & Associates.
The West Hollywood, Calif., shop’s TV spots employ the popular, polkalike “Chicken Dance” song and the accompanying wacky dance most commonly seen at hockey games and wedding receptions.
The TV ads are Dailey’s first for the Irvine, Calif.-based restaurant chain since winning its estimated $10 million account last year.
They incorporate more “beauty” shots of the food being marinaded with fruit juices than the client’s most recent campaign.
One spot, “Game Day,” shows a football coach and a reporter entering a team’s locker room after a game only to find the players doing the chicken dance. The coach knows they’re just crazy for El Pollo Loco. The spot ends with players munching El Pollo chicken. The new tagline is, “El Pollo Loco. When you’re crazy for chicken.”
The spot is airing in Southern California markets. Future executions will feature other hungry people crazy for the product. “The campaign has … endless possibilities,” said Margaret Jenkins, EPL’s vice president of marketing.
The “Chicken Dance” campaign replaces previous work from Foote, Cone & Belding, Los Angeles, featuring spokesman Paul Rodriguez.
“In this campaign, the food is the star,” said Tom Lehr, senior vice president, group management supervisor at Dailey. “People love El Pollo Loco. They need to be reminded about it.”