El Pollo Loco (Nasdaq: LOCO) launched a new digital campaign today introducing a new face of the brand to its TikTok page.
Titled “Abuela Approved,” the campaign features the character ‘Head Abuela in Charge” to highlight the Costa Mesa-based restaurant’s food to its digital crowd.
Spanish for grandmother, the “Abuela” campaign was created to “close the generational gap” and update how the brand interacts with customers, according to officials. Videos are directed by Yubicela Brito.
“TikTok is an incredibly exciting medium for El Pollo Loco to explore and experiment with. It has proven to be a fantastic tool for engaging and fostering connections,” Director of Digital, Social & Public Relations Patrick Benson said in a statement.
Chief Executive Larry Roberts told analysts in March that the restaurant would be redirecting its brand messaging and expanding its efforts into digital media. The company reported first-quarter revenue of $110 million in May, up 2.8% from a year ago.