With a year of record systemwide sales under its belt, El Pollo Loco is taking its advertising to a new level in 2000 with its "When You're Crazy for Chicken" campaign. The campaign pairs El Pollo Loco with the world-famous chicken dance in upbeat new television and radio commercials that debuted earlier this month.

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.