Shortly after launching its ¡Feel the Mexcellence! effort that highlights the brand’s flavor and hand-made preparation, the flame-grilled chicken QSR chain is adding four Brand Nuevo Grilled Chicken Burritos. The multimedia campaign to support includes new television spots in both English and Spanish, set to air in select West Coast markets beginning 8/8. As with previous efforts, markets are likely to include Los Angeles, Bakersfield, Fresno, Las Vegas, Portland**, Reno, Rio Grande Valley*, Sacramento, San Antonio*, San Diego, San Francisco, and Santa Barbara.
* English TV only
** Spanish TV only
All other areas are scheduled to run commercials on both English and Spanish TV
The new Chicken Burritos:
The Poblano features El Pollo Loco’s signature flame-grilled chicken combined with fresh avocado, rice, pinto beans, flame-grilled corn, fresh cilantro, diced onions, melted Jack cheese and a mild salsa prepared with Poblano chilies. The Califresco features El Pollo Loco’s flame-grilled chicken combined with grilled vegetables, rice, pinto beans, fresh pico de gallo, fresh cilantro, melted Jack cheese and our fresh hand-made Avocado Salsa. El Tradicional features El Pollo Loco’s hand-pulled flame-grilled chicken cooked in a mild Verde salsa and then combined with rice, pinto beans, fresh cilantro, diced onions and melted Jack Cheese. The Spicy Chipotle features El Pollo Loco’s flame-grilled chicken combined with rice, pinto beans, fresh Pico de Gallo, sour cream, cilantro, melted Jack Cheese and a spicy, smoky fire-roasted Chipotle salsa.
El Pollo Loco is also introducing its new limited time Tropical Habanero Chicken. Available in both individual and family meals through 9/23, El Pollo Loco’s Tropical Habanero Chicken starts with fresh, natural chicken that’s flame-grilled to perfection and then covered in a sweet and spicy glaze featuring guava, citrus and Habanero chilies. The result is a tantalizing blend of sweet and spicy flavors.
Commercials will build on the El Pollo Loco ¡Feel the Mexcellence! theme and include a stomach serenade to celebrate the joy that accompanies eating the Brand Nuevo Burritos. In addition to television advertising, a wide mix of POP vehicles will be used to promote El Pollo Loco’s new offerings, including window clings, interior signage, register displays and drive-thru communication.