Chipotle is not the only one whipping its menu into shape for the new year, nor are they the only ones touting cilantro-lime cauliflower rice. Costa Mesa-based El Pollo Loco Holdings Inc. (Nasdaq: LOCO) also has it now.
Its Pollo Fit Bowls have returned to the menu of its more than 475 restaurants backed by a campaign that includes social, digital and two 15-second TV spots (also on YouTube), aptly titled “Adios” and “Sweatpants.”
Each has nabbed views of over 453,000 on the video sharing platform as of early last week.
Initiative, part of N.Y.-based Interpublic Group of Co.’s media division IPG Mediabrands, is behind the work after being named strategic media agency of record last summer in a bid to give the grilled chicken chain’s digital efforts a boost with a business valued at $30 million.
Instagram appears to be bringing in the most engagement for the new bowls with an initial video post generating over 1,200 views and 21 comments. A second video post received nearly 1,700 views and 17 comments.
The $700 million-valued company also says it is making its dressings healthier, eliminating high-fructose corn syrup in its creamy cilantro dressing, and replacing the citrus vinaigrette with the Mexican vinaigrette, which contains no high-fructose corn syrup.
