El Pollo Loco appoints Omnicom’s Organic as new agency

By Felicia Nwosu

AOR Organic, Omnicom’s ad agency, has been appointed as El Pollo Loco’s new agency. El Pollo Loco, a grilled chicken restaurant chain, prevailed in a competitive pitch, including 8 agencies. AOR Organic succeeds incumbent shop Vitro.

The symbolic appointment serves as a reunion for Organic who previously served as the chain’s digital agency from 2020 to 2021.

The newly appointed brand and digital AOR Organic succeeds incumbent shop Vitro. As part of the remit, Organic is tasked with helping the chain attract new, younger consumers. Organic’s work will be designed to differentiate the brand from the cluttered QSR space by leaning into El Pollo Loco’s Mexican-American origin story, authentic recipes and human connections made over its food.

Organic is partnering with Austin TX-based Third Ear (formerly LatinWorks), also part of Omnicom, on the account.

The first assignment, a celebration of “sabor” which means “flavor” in Spanish, broke this week.


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