El Pollo Loco Launches "Let's Get Loco" Rebrand

El Pollo Loco has launched a new brand identity and marketing campaign centered around the tagline "Let's Get Loco." This initiative is part of the fast-casual chain's three-year strategy to strengthen its brand and connect with a wider audience.

CMO Jill Adams emphasized that this is a brand evolution, not a business turnaround. "Our business is incredibly healthy," Adams stated. "We've been in business for 50 years. This is about the next 50 years and the legacy we want to leave."

Building a Legacy Through Authentic Connection

The "Let's Get Loco" tagline is a call to action and a play on the Spanish word for "crazy." The campaign aims to celebrate the passions that consumers are crazy about. El Pollo Loco wants to engage existing customers and attract new ones as it expands its footprint.

"It's a new tagline, but it's so much more," Adams explained. "It's about celebrating the passion of others. We want this campaign to drive awareness and consideration, but also offer a deeper meaning as people get to know the brand."

Evolution, Not Revolution

The rebrand includes updated visuals across digital and in-store platforms, featuring new color schemes, fonts, and layouts. Innocean USA, the company's new creative agency of record, spearheaded the refresh and campaign.

Jason Sperling, Innocean USA's chief creative officer, commented, "We aim to grow the business and build brand fandom with smart, strategic work. This includes impactful ads that establish a unique brand voice and drive engagement across all platforms."

El Pollo Loco will run two food-focused ads across TV, digital, and social media. One spot highlights the chain's new salads and wraps, while another tackles the topic of "counterfeit chicken." The company also unveiled a new restaurant remodel and prototype and has been enhancing its loyalty program.

Adams noted, "This rebrand will feel like a natural progression of who we've always been, building on the foundation we've laid across other parts of the business."

Navigating Economic Uncertainty

This rebrand comes during a time of economic uncertainty. El Pollo Loco aims to provide consumers with dependable, affordable comfort without compromising quality. "During economic uncertainty, people still want moments of affordable luxury and escape," Adams said. "That's the role restaurants play, and we're well-positioned to fulfill that need."

Learn more about El Pollo Loco's growth plans: Restaurant Dive Article

See the brand refresh announcement: GlobeNewswire Press Release

Watch the brand manifesto video: YouTube Video

See the new salad and wrap ad: YouTube Ad

See the "counterfeit chicken" ad: YouTube Ad