Adweek reported El Pollo Loco selected a new AOR—Anglos Of Record, in this case—to replace the White agency hired about a year ago that handled both White and Latino marketing. No word if the new shop, Butler, Shine, Stern & Partners, will tackle Latino chores too. The current BSSP client roster includes Mission Foods and its NachoTron 3000, as well as Espolón Tequila. However, a search of the agency website for “Hispanic Marketing” yielded no results.
El Pollo Loco Hires New Lead Shop
Butler, Shine succeeds Goodness Mfg.
By Andrew McMains
El Pollo Loco has a new lead creative agency.
The restaurant chain has hired Butler, Shine, Stern & Partners after a review. The Sausalito, Calif.-based agency was among five finalists for the business, according to an El Pollo Loco representative, who declined to identify the others.
Butler Shine succeeds Goodness Mfg., which split with El Pollo Loco last year.
The new agency’s first work is expected next month. The restaurant’s media spending totaled nearly $27 million last year, up from around $21 million in 2010, according to Nielsen. Those figures don’t include online spending.
Beyond traditional advertising, the assignment includes digital, social and in-store marketing, the rep said. In making the hire, El Pollo Loco chief marketing officer Ed Valle cited Butler Shine’s “strategic approach, strong creative and passion.”
The review did not include El Pollo Loco’s media planning and buying business, which remains split between MBMG in Los Angeles (traditional media) and ID Media in West Hollywood, Calif. (direct response media).
Goodness’ relationship with the chain lasted less than a year.
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