• by Amy Corr , October 14, 2016

El Pollo Loco restaurants named Vitro as its creative agency of record, following a review managed by AAR Partners. The San Diego-based agency will handle all research, strategy, production, and integrated communications across television, radio, digital, and out-of-home elements. Butler, Shine, Stern & Partners previously handled the account.

"Vitro's strong vision and creative approach to driving brand distinctiveness and restaurant level performance made them an exciting choice for us," said Ed Valle, chief marketing officer of El Pollo Loco. "Vitro is known across the industry for their innovative business solutions and we are looking forward to working together as we team up to create programs that engage our consumers and continue to drive awareness of our brand."

El Pollo Loco spent $16.7 million on measured media in 2015 and $8.1 million the first six months of 2016, according to Kantar Media.