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El Pollo Loco Will Run a $4 Million
Ad Campaign in Spanish

“Que rico pollo” is the new Spanish-language ad campaign launching this spring for Costa Mesa, California-based El Pollo Loco, a quick-service chain known for flame-grilled chicken, according to Portada magazine.

The campaign, which highlights the chain's behind-the-grill cooks, is more than simply a translation of general market spots to Spanish. While there is consistency with the overall brand message, the Spanish-language campaign is its own creative and concept, filmed in Mexico City, and was developed to speak to employees and customers in a language they'd understand. An estimated 99 percent of cooks behind the grill at El Pollo Loco are Hispanic, says Mark Hardison, vice president of marketing for El Pollo Loco, so the spots are designed both to reflect them and to speak to them.

El Pollo Loco will spend $4 million on its Hispanic advertising efforts, as compared with $10 million for its general market campaign. But the Hispanic business does not play second fiddle to the English-language campaign, which will be created later this year.

Top Advertisers on Hispanic Media

Procter & Gamble, the top advertiser on Hispanic media, boosted 2008 ad spending 11.4% to $174.4 million, widening its lead over other marketers, and spent a little more in the fourth quarter, up 13.6%, according to Advertising Age.

AT&T was second with an ad spending of $105 million in 2008, down 7.4% for the year but 31.1% up during the fourth quarter.

Verizon, another telcomm company, was third after spending $97.9 million last year.

McDonald's Corp. and General Motors tied as number four among top advertisers on Hispanic Media, with $90 million.

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