El Pollo Loco Transfers Hispanic Duties to Siboney

By Steve Krajewski

DALLAS–Siboney USA here has snatched Hispanic advertising responsibilities for the El Pollo Loco restaurant chain away from 11-year incumbent Casanova Pendrill Publicidad of Irvine, Calif., without a review.

Billings were undisclosed, but insiders pegged the business at $2-3 million.

El Pollo Loco works with Foote, Cone & Belding, Los Angeles, on its general market account. Siboney and FCB have the same parent, True North Communications.

El Pollo Loco is the second Flagstar-owned restaurant to join the roster of the Dallas office of Siboney USA. Last year, Siboney picked up Hispanic advertising for Flagstar’s Denny’s restaurants.

Tory Syvrud, president of Siboney’s Dallas office, said the El Pollo Loco account was not handed to his agency because of the previous relationship with Flagstar or the shop’s ties to FCB.

‘Denny’s and El Pollo Loco have different teams and they operate independently. This is an account that we had to seek out on our own. We sat down with El Pollo’s people and talked about media, creative and the strategies we would use on their business. In the end, they just decided it was time for a change,’ said Syvrud.

Siboney will officially take over the account on July 1.

El Pollo Loco operates 241 units which specialize in Mexican-style grilled chicken items.

In a statement issued to Adweek, El Pollo Loco’s vice president of marketing, Joe Herrera, said, ‘While we’ve had a solid relationship with Casanova Pendrill, our Hispanic agency for the past 11 years, we believe Siboney USA is the right agency to take us to the next level of our development.’

Siboney senior vice president and group account director Jim Lucero said the agency’s creative approach to media planning, plus recommendations for promotional programs, impressed client executives.

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