Omnicom ad agency Organic has been named agency of record for grilled chicken restaurant chain, El Pollo Loco after a competitive pitch. The appointment is a reunion as Organic previously served as the chain’s digital agency from 2020 to 2021.
As newly appointed brand and digital AOR Organic succeeds incumbent shop Vitro. As part of the remit, Organic is tasked with helping the chain attract new, younger consumers. Organic’s work will be designed to differentiate the brand from the cluttered QSR space by leaning into El Pollo Loco’s Mexican-American origin story, authentic recipes and human connections made over its food.
Organic is partnering with Austin TX-based Third Ear (formerly LatinWorks), also part of Omnicom, on the account.
The first assignment, a celebration of “sabor” which means “flavor” in Spanish, broke this week.
“Organic provided a comprehensive approach that allowed us to stay in touch with our core customer base and provide an exciting on-ramp to the customers we are looking to attract in the future,” stated Andy Rebhun, CMO, El Pollo Loco. “Organic’s ability to utilize data and insights to drive the strategic approach to the business was one of its strengths. Their team will help us show up in a way that is refreshed for current markets and transformational in the markets we are expanding to in the future.”
Founded in 1980 El Pollo Loco now has 490 company-owned and franchised restaurants in Arizona, California, Nevada, Texas, Utah, Colorado and Louisiana.