CLIENT
El Pollo Loco
Michael Tapang, Senior Mktg. Analyst
Karen Eadon, VP - CMO
Mark Hardison, Dir. of Mktg.
Julie Weeks, Dir. of Communications
Lisa Munro, Brand Mktg. Manager
AGENCY
Dana Schick, Senior Planner
Sharon Pardee, Media Dir. - MMS
Rich Siegel, SVP - Creative Dir. - Y&R
Anthony Di Biase, SVP - Creative Dir. - Wunderman
Bruce McDermott, SVP - Brand Team Leader
Kurt Brushwyler, Sr. Art Dir. - Wunderman
SUMMARY
El Pollo Loco began to feel the pinch of the economic downturn following a string of successful years of same store growth -- the truest sign of brand health -- and lost sight of the brand's core strength and alienated its core target: Moms. A new marketing leader, a new agency team and a new campaign re-discovered the magic of the brand and struck a chord with its lapsed consumers in recognizing, it's all about the chicken, stupid! Same-store sales in less than six months went from negative to positive and the brand is already on track to beat its original year-end sales plan.
