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The campaign features people in everyday situations who go a bit crazy as they begin to crave the unique flavor of El Pollo Loco's mouthwatering chicken. The first new television spot of the year, "Too Crazy to Drive," which debuted in February, will be followed by a 30-second spot in March, "Too Crazy to Build."
The company hopes that the new campaign will communicate an emotional connection to its brand, and emphasize the spontaneous, overwhelming nature of a craving for its product.
El Pollo Loco will also introduce a new Spanish language advertising campaign this spring created by its Hispanic agency, Los Angeles-based cruz/kravetz Ideas.
El Pollo Loco is a privately held company based in Irvine, California. in addition to individual and family meal quantities of chicken, the chain offers a wide variety of New Mex entrees and operates 271 restaurants in California, Arizona, Nevada, and Texas.