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Goodness Mfg. has landed lead creative duties on El Pollo Loco after a review, the client has confirmed.
El Pollo Loco previously identified the other finalists as the Los Angeles office of Interpublic Group’s McCann Erickson and independent RPA in Santa Monica, Calif. Major media spending on the account is estimated at $15-20 million.
Goodness, the advertising arm of independent Trailer Park, will run the business out of its Hollywood, Calif., office. The agency will create traditional and digital ads for both the general and Hispanic markets.
Mark Hardison, vp of marketing at El Pollo Loco, described the leaders of Goodness as “smart, passionate brand champions who demonstrated a solid understanding of our business and our brand.”
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