El Pollo Loco Hires New Lead Shop

Butler, Shine succeeds Goodness Mfg.

El Pollo Loco has a new lead creative agency.

The restaurant chain has hired Butler, Shine, Stern & Partners after a review. The Sausalito, Calif.-based agency was among five finalists for the business, according to an El Pollo Loco representative, who declined to identify the others.

Butler Shine succeeds Goodness Mfg., which split with El Pollo Loco last year. 

The new agency's first work is expected next month. The restaurant's media spending totaled nearly $27 million last year, up from around $21 million in 2010, according to Nielsen. Those figures don't include online spending.

Beyond traditional advertising, the assignment includes digital, social and in-store marketing, the rep said. In making the hire, El Pollo Loco chief marketing officer Ed Valle cited Butler Shine's "strategic approach, strong creative and passion."

The review did not include El Pollo Loco's media planning and buying business, which remains split between MBMG in Los Angeles (traditional media) and ID Media in West Hollywood, Calif. (direct response media).

Goodness' relationship with the chain lasted less than a year.