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El Pollo Loco cracks up consumers with new ads

El Pollo Loco, a 270-unit fast food chain in Arizona, California, Nevada and Texas, is running a new humorous Spanish-language TV campaign themed, "Cada loco con su tema" or "To each his own craziness."

The effort, via Cruz/Kravetz:Ideas, Los Angeles, was created specifically for the Hispanic market. Radio follows in April.

TV commercials use mambo-style music and quirky characters who react strongly to the taste and smell of El Pollo Loco meals. The spots air on Telemundo Group and Univision Communications in select markets, as well as two independent Spanish-language stations in Los Angeles, said Carl Kravetz, agency president-CEO. Mr. Kravetz said about 35% of the chain's consumers are Hispanic.

Mr. Kravetz said the commercials will air on Univision in the morning during "Desprita America;" later in the day on "Maite" and "Cristina;" as well as during prime-time novelas and local news. Spots also will air during "El y Ella," novelas and news on Telemundo.

El Pollo Loco, acquired in December by American Securities Capital Partners from Advantica Restaurant Group, has its roots in Mexico where the chain's concept was originated. Dailey & Associates, West Hollywood, handles general marketing for the chain.

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