El Pollo Loco announced the launch of its new “Road to Authenticity” creative campaign. The campaign is the first in partnership with new creative agency, Vitro, and celebrates the company’s authentic Los Angeles roots.

“From the boulevards in the vibrant Latino heart of LA, where fire-grilled chicken is a culinary and cultural art form, El Pollo Loco is part of a proud and enduring heritage,” says Ed Valle, chief marketing officer of El Pollo Loco. “Since first opening in LA in 1980, the people, places and practices of this city have inspired the heart and soul of our brand. With “Road to Authenticity,” 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.”

To develop the new video spots, Vitro, El Pollo Loco’s creative agency of record, partnered with well-known director, David Gelb whose work spans a variety of modern culinary masterpieces. The striking “Road to Authenticity” campaign will launch with traditional media, leveraging a mix of 30 and 15 second television spots that elevate El Pollo Loco’s iconic brand story.

“There is no denying the immense influence that the vibrant personality and character of LA has had on El Pollo Loco, and it became clear to us our campaign needed to tell this hometown story,” says Tom Sullivan, chief executive officer of Vitro. “We’re proud to debut “Road to Authenticity” which highlights the quality and authenticity of El Pollo Loco through a beautiful and enticing travelogue showcasing exactly what inspires everything they do and have done for over 30 years.”