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El Pollo Loco names new agency of record

The Costa Mesa-based grilled-chicken chain has selected Hollywood's goodness Mfg. to handle marketing, communications.

By Kristen SchottPublished: February 10, 2011 02:22 PM

Costa Mesa-based El Pollo Loco has named Hollywood's goodness Mfg. as its new advertising agency of record to handle marketing and communications efforts for the grilled-chicken chain.

The decision ends a search process that began last fall with the review of more than 35 agencies, including L.A.-based McCann West/Casanova Pendrill and Santa Monica-based RPA. El Pollo Loco's former ad agencies, Venice-based Kreuger Communications and Burbank-based cruz/kravetz: IDEAS, did not take part in the review.

goodness Mfg. boasts a team of 150 creatives and technologists, with clients such as American Cancer Society, CODA Automotive, Google and Toshiba Consumer Electronics.

“The goodness Mfg. team was a tour de force of strategic insight and creative talent, and we couldn’t be more pleased with our decision," said Mark Hardison, El Pollo Loco's vice president of marketing. "They are smart, passionate brand champions who demonstrated a solid understanding of our business and our brand.”

The company's work will include English- and Spanish-language broadcast and digital platforms, in-restaurant merchandising and local store marketing, and its first efforts for El Pollo Loco will appear in May.

"We are honored to work with such a beloved brand and excited about the opportunity to fortify El Pollo Loco in the hearts and minds of consumers through a total market approach that integrates all expression of the brand in a compelling and breakthrough way," said goodness Mfg. CEO Rick Eiserman. "The diversity and reach of the business is a great fit for goodness Mfg.'s broad arsenal of media disciplines, and we are thrilled to share a table with El Pollo Loco in this next evolution of the brand."

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