El Pollo Loco has selected Zeno Group as its new public relations agency of record following a competitive review.

The agency’s Santa Monica, California–based office will oversee media relations, social media strategy, corporate social responsibility initiatives, and grand openings for the fire-grilled chicken restaurant chain.

“Zeno’s proven record of fresh thinking, strategic counsel, and flawless execution across a variety of consumer brands presents a compelling opportunity to take El Pollo Loco to exciting new places,” says Ed Valle, chief marketing officer, El Pollo Loco. “We are thrilled to partner with Zeno to build on the continued success of our QSR plus strategy.”

Zeno will work with El Pollo Loco’s marketing team on a strategic and creative program to promote the brand’s signature citrus-marinated, fire-grilled chicken and new menu offerings across English and Spanish-language media platforms and among trade press.

“We are honored to work alongside El Pollo Loco to continue building upon the tremendous reputation this brand has built over the past 30 years,” says Lisa Robinson, chief creative officer and managing director, Zeno Group.

“We are truly passionate about sharing the restaurant’s high-quality, delicious, authentic food story and look forward to bringing our fearless approach to this leading restaurant brand with a singular focus on helping to grow their business.”

El Pollo Loco continues its relationship with its advertising agency of record and buying partner for general market and Hispanic media. This business was not included in the review.

News, El Pollo Loco