Pollo Campero Hires Reynardus & Moya

NEW YORK Latin American restaurant chain Pollo Campero has chosen Reynardus & Moya Advertising to promote its entree into New York.

The New York shop will develop marketing, public relations and promotions for the Guatemalan chain, which will open its first two restaurants in the heavily Central American-populated neighborhoods of Corona, Queens, and Sunset Park, Brooklyn.

Initial print and radio ads will be in Spanish and focus on the neighborhoods where the restaurants will open. As the chain adds six more locations throughout the city, English-language guerilla advertising and public relations efforts will appear, according to the agency.

“There is a degree of authenticity here in that this a very successful Latin American product brought to the U.S. for Latin Americans and then some,” said Maria Romeu, director of public relations at RMA. “The primary target is people that already know the brand and there are so many in the area.”

Pollo Campero operates 190 casual-dining restaurants in nine Central American countries and 10 locales in Houston, Dallas and Washington, D.C.

The independent agency won the business last month following a review that included five other New York-based Hispanic shops. Billings were not disclosed.

RMA also counts Time Warner Cable, Pathmark and Schering Plough as clients.