Orange County Business Journal

El Pollo No Longer Working With Ad Agency Behind 'Mexcellence' Campaign

Kari Hamanaka Friday, December 9, 2011

Costa Mesa-based El Pollo Loco Inc. might be searching for a new advertising agency of record.

The grilled chicken chain is no longer working with Hollywood-based goodness Mfg., according to a report from industry publication Advertising Age.

Goodness Chief Executive Rick Eiserman confirmed the news to Ad Age, citing “creative and strategic differences,” for the split.

The news comes less than two months after El Pollo Loco announced the hiring of Chief Marketing Officer Ed Valle. Valle filled a position left open after former Chief Marketing Officer Karen Eadon left the company last year.

El Pollo Loco hired goodness in February to handle its Hispanic advertising and general market accounts.

The agency’s first campaign for El Pollo, called “Feel the Mexcellence,” launched in the summer with TV and radio spots, social media and in-store signage.