El Pollo Loco Looks on Dark Side

NEW YORK Chicken takeout chain El Pollo Loco is adding some humor into its latest TV campaign to broaden appeal to the growing Hispanic market

In one spot, Lupe, a sweet-natured home nurse, begins to feed El Pollo Loco’s flame-grilled chicken to a wheelchair-bound grandma. But Lupe is suddenly overcome by temptation and devours the delicious chicken as grandma agonizingly looks on. As the spot closes, grandma musters up her strength and reaches out to try and grab a taste of El Pollo Loco’s fresh flame-grilled chicken.

“Our creative approach taps into Hispanics’ passion for the citrus-marinated, flame-grilled taste of El Pollo Loco, and our new spots reveal what happens when nice people find themselves pushed to the dark side by their craving for the extraordinary taste of El Pollo Loco,” said CMO Karen Eadon of the chain’s four Spanish-language spots breaking today.

Los Angeles-based cruz/kravetz:Ideas created the ads for the 360-unit restaurant chain. The strategy, “The Mexican sabor [flavor] of our fresh flame-grilled chicken brings out the loco in you,” is meant to reinforce the relationship Hispanics have with El Pollo Loco.