Ad agency Innocean USA has been appointed creative agency of record for grilled chicken restaurant chain El Pollo Loco, after a formal review.   

Tasked with revitalizing El Pollo Loco’s 50-year legacy brand, the agency will spearhead a suite of services, including creative strategy, content production for brand creative and social, merchandising and design.   

The account will be overseen by Alison Kaplan, senior vice president-managing director, who joined the agency in 2023 from TBWA\Chiat\Day. She also handles the agency’s Genesis Motors USA account.    

“Through an extensive review, we sought a partner who aligned with our company’s goals and vision, and Innocean USA stood out as a natural fit,” stated El Pollo Loco CMO Jill Adams. “With their expertise and shared passion for storytelling, they are the ideal partner to help us strengthen our connections with both loyal and new customers." 

IPG’s Initiative won media duties for the client in 2020. Omnicom’s Organic won digital AOR duties in 2022.  

According to it's 2024 annual report El Pollo Loco spent approximately $48 million on advertising for the year, including contributions from franchisees. The restaurant chain has about 485 locations in Arizona, California, Nevada, Texas, Utah, and Louisiana.