El Pollo Loco: “Feel the Mexcellence!”

El Pollo Loco: “Feel the Mexcellence!”

Chain debuts new marketing message, first integrated English- and Spanish-language campaign

El Pollo Loco unveiled Monday a new multimedia campaign focusing on the chain’s “made by hand” menu in an ongoing push to reinvigorate sales.

The “Feel the Mexcellence!” initiative includes television and radio ads, as well as social media components and in-store signage. The campaign was developed by Los Angeles-based agency goodness Mfg., which was hired in February to develop a new marketing strategy for the 412-unit quick-service chain.

In the p

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