Y&R WINS CHICKEN CHAIN'S REVIEW

Gets El Pollo Loco's $7 Million Advertising and Media Account

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CHICAGO (AdAge.com) -- El Pollo Loco today awarded its $7 million general market advertising and media account to Y&R Cos. following a three-month long review.

The WPP Group agency, based in Irvine, Calif., beat out finalists Krueger, an independent agency in Los Angeles, and Grey Global Group's Grey Worldwide, also Los Angeles.

Former agency Dailey and Associates, Los Angeles, did not participate in the bid run by consultant Effective Marketing Strategies, Phoenix.

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"We looked for several qualities

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in selecting a new agency, including a passion for building strong brands, a collaborative approach consistent with our culture and world-class talent that could jumpstart El Pollo Loco's brand transformation," Karen Eadon, El Pollo Loco's chief marketing officer, said in a statement. Y&R once handled advertising for fast-food chicken leader Yum Brands' KFC.

Y&R in May will break its first integrated marketing campaign that highlights El Pollo Loco's marinated, flame-broiled chicken. The marketer's Hispanic agency, Cruz/Kravetz: Ideas, Los Angeles, which also participated in the review, will work closely with Y&R.

The 27-year-old chain, owned by equity investment firm American Securities Capital Partners and company management, is working through a transformation program including a new store concept and new menu items. The chain is headquartered in Irvine, Calif.

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