El Pollo Loco Holdings Inc. is turning to influencer marketing in its latest Loco Summer Fun advertising campaign.
The Costa Mesa-based restaurant chain, known for its fire-grilled chicken, partnered with Los Angeles Dodgers first baseman Adrián González on a social media promotion that includes food giveaways and a chance to meet the athlete. The Joe Agency in Los Angeles brokered the deal.
“Given our Los Angeles heritage and Mexican roots, we are especially honored to partner with local All-Star baseball player Adrian Gonzalez,” said Chief Marketing Officer Ed Valle. “In addition to being a stellar athlete, Adrian is a foodie and we’re proud that he’s an El Pollo Loco fan. We’re thrilled to partner with a home town player and give Adrian an opportunity to treat his fans to special offers at El Pollo Loco.”
González will mention the brand’s offerings, including the new Overstuffed Quesadillas, in social media posts on the 23rd of each month—his uniform number.
El Pollo Loco, which has a market value of about $543.3 million, has 465 company-owned and franchised restaurants in Arizona, California, Nevada, Texas and Utah.
Oakley Goes for a Spin
Oakley Inc. in Foothill Ranch is the new title sponsor of the Italian Grand Prix in Mugello. The event, held this month, was named the Gran Premio d’Italia Oakley.
The eyewear brand, part of Italy-based Luxottica Group SPA, is also the official eyewear supplier and “the brand of choice for many of the best riders in the world,” including nine-time world champion Valentino Rossi and reigning champion Marc Marquez.
The sponsorship will extend to 2018, and is an “exciting way to expand our presence and continue our commitment to the sport,” said Oakley Vice President Sports Marketing Cuan Petersen. It will “allow Oakley to bring the brand’s leading MotoGP heritage, products, technologies and innovations to athletes and fans around the world.”
Oakley replaced telecommunications giant Telecom Italia, whose market value is about $17.7 billion and had sponsored the race since 2005, becoming the title sponsor in 2010.
Silver Screen
AutoTrader, whose sister company Kelley Blue Book Co. Inc. is in Irvine, launched a co-branded TV advertising campaign that features characters from Disney-Pixar’s newly released “Cars 3” movie.
The 30-second spot showcases Lightning McQueen, Mater, Luigi and Guido, and Fillmore as representatives of AutoTrader’s diverse audience and ends with the slogan, “Every car has a personality. Find the one that fits yours at AutoTrader.”
The campaign debuted during this year’s NBA Playoffs on TNT, and continued on “a number of sports and entertainment programs targeting key demographic groups, such as Millennials, Hispanics and families.”
Digital and audio components include ads on Hulu and ESPN Deportes Radio, as well as on the Autotrader.com homepage and the brand’s social media channels. AutoTrader also hosted private movie screenings in select cities, including Downtown Disney on June 15.
Kelley Blue Book, AutoTrader and Dealertrack are part of Atlanta-based Cox Automotive Inc.
Bits & Pieces
Orange Label Art & Advertising in Newport Beach picked up two clients: Casa Colina Hospital and Centers for Healthcare in Pomona and Morningside Recovery in Irvine.
