El Pollo Loco Selects Goodness Mfg.

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.”

The agency’s first work is expected in May.

The Costa Mesa, Calif.-based client operates more than 400 restaurants in the U.S., the bulk of which are in California.

Select Resources International in Santa Monica, Calif., managed the review. The incumbents—independent Krueger Communications in Venice, Calif. (general market) and independent Cruz/Kravetz Ideas in Burbank, Calif. (Hispanic market)—did not defend.

Media duties weren’t in play and remain at independent MBMG in Los Angeles (planning and buying in traditional media) and Interpublic Group’s ID Media in West Hollywood, Calif. (planning and buying in direct response media).