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NEW YORK El Pollo Loco will attempt to enliven its brand image by introducing the Antonio Banderas of chicken, El Caliente, its new spokesman and sex symbol whose passion and flair for cooking chicken is unrivaled.
A $7 million campaign will break this week on cable and local broadcasts and run through early 2005. In its first work for the chicken chain, independent shop Krueger in Torrance, Calif., created six spots bearing the new tag: “Taste the fire.”
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