El Pollo Loco is launching a new Hispanic Advertising campaign entitled “Cada Loco consu Tema,” or “To Each His Own Craziness.”

The new campaign builds on the momentum that the company gained during its award-winning 1999 campaign, “Enloquece tus Sentidos,” or “Let Your Senses go Wild.” That campaign utilized familiar romantic Spanish ballads to stimulate consumers’ senses and highlight the unique attributes of El Pollo Loco‘s marinated chicken.

El Pollo Loco’s new Hispanic adverstising camapign continues its stimulation of the senses. “The 2000 campaign delves even deeper into the elements that were successful for us in 1999,” said Carl Kravetx, president and CEO of cruz/kravetz:IDEAS, the agency responsible for both campaigns.

The new television commercials will follow different characters as they experience the special flavor of El Pollo Loco. “We wanted to capture the powerful connection our core customers have with El Pollo Loco,” said Margaret Jenkins, vice president of marketing for El Pollo Loco.

The television campaign includes both :15 and :30 second spots that began airing in select West Coast markets in mid-March. The first commercial introduces Hispanic consumers to El Pollo Loco’s Chicken Burrito Madness event and the launch of two new burritos–the Mexican Chicken Caesar Burrito and the Ultimate Chicken Burrito. Several executions of the commmercial’s theme will run throughout the year and feature El Pollo Loco’s current offer.

In addition to television advertising, the campaign will feature :60 second radio spots beginning April 10, 2000 in select West Coast markets. The spots will reinforce messages delivered through the television campaing and will carry the same mambo tune.

El Pollo Loco, a privately-held company headquartered in Irvine, California, is a quick-service chain specializing in marinated, flame-broiled chicken.