The first ad campaign Vitro developed for El Pollo Loco Holdings Inc. in Costa Mesa, “Road to Authenticity,” launched after the holidays with a TV commercial that ties the brand to its Los Angeles roots.
The 30-second spot includes plenty of fire-grilled chicken footage, as well as street scenes and locals enjoying the simple pleasures in life, including dancing to mariachi tunes.
“Since first opening in LA in 1980, the people, places and practices of this city have inspired the heart and soul of our brand,” Chief Marketing Officer Ed Valle said in a statement. “Vitro helped create something truly special by capturing these inspirations in an authentic and heartfelt way and we’re thrilled for our fans and guests to see it.”
San Diego-based Vitro partnered with director David Gelb, who worked on the “Jiro Dreams of Sushi” documentary and the Netflix series “Chef’s Table.”
El Pollo Loco—which has a market value of about $490 million and plans to put more than $25 million into advertising this year—hired Vitro last fall as its creative agency of record.
Obey Loves Blondie
Irvine-based Obey Clothing’s artist, Shepard Fairey, is collaborating with Deborah Harry, who rose to notoriety in the 1970s as the lead singer of rock band Blondie, on a women’s clothing line that will hit stores in the fall. The collection features “iconic images” of Harry, as well as fabrics featuring photos taken by the singer in New York, according to Ayumi Hanaoka, marketing director for Obey Clothing’s women’s products.
“Shepard and Debbie wanted to do something that’s modern, urban, youthful, and that reflected culture and it wasn’t so reminiscent of Blondie, which is how everyone perceives her,” Hanaoka said during the Agenda trade show in Long Beach, where the brand set up two large booths.
Obey Clothing, which has an estimated 80 employees, started out with basic T-shirts and sweatshirts using Fairey’s artwork. It creates and markets full lines of clothing and accessories for men and women and is sold at Nordstrom and Pac Sun stores, among other retailers.
Fairey gained national notoriety in 2008 with his design for the “Hope” poster of then-presidential candidate Barack Obama.
Faith-based Marketing
WorldNetDaily, a Washington D.C.-based socially conservative news and opinion website, tapped FrontGate Media in Rancho Santa Margarita to promote it “to the faith-based marketplace.”
FrontGate will sell “digital adverting opportunities including overlay, geo-targeted web banners, segmented direct email and email newsletter ads, video advertising, mobile, and print,” and create “new specialized options for industry segments like publishing, films, causes and more,” according WND.
The media deal “further strengthens” FrontGate’s position as the “leading Christian market web and event network,” founder and Chief Engagement Officer Scott Shuford said in a statement.
Holyland Marketplace, an e-commerce retailer of Christian and Jewish products, hired FrontGate last summer to develop its branding and advertising campaigns.
Bits & Pieces
Lake Forest-based Del Taco Restaurants Inc. promoted John Cappasola Jr. from executive vice president to president. He retained the title of chief brand officer. He will lead the fast-food chain’s brand strategy, marketing, menu development, culinary innovation, and restaurant operations and support. … Domestic Violence and Health Collective—a collaborative comprised of Orange County-based domestic violence organizations and the University of California-Irvine, and funded by the Blue Shield of CA Foundation—kicked off a “We Can Overcome” audio public service announcement that will run through Feb. 28. The PSA will be played for Pandora users holding accounts registered with Santa Ana and Anaheim zip codes, the areas the collective says have high rates of domestic violence.
