El Pollo Loco has a brand new sequence of movies on TikTok which are about greater than fire-grilled rooster.
They characteristic a middle-aged lady who weighs on popular culture with the tagline “abuela authorized.”
The usage of a motherly personality on a youth-oriented social media platform helps the Costa Mesa-based chain achieve a more youthful, Gen Z Hispanic target audience, in line with Patrick Benson, director of virtual, social and public family members.
“We felt like circle of relatives and girls and abuelas, they had been such crucial a part of our DNA at El Pollo Loco that with what used to be going down on TikTok, it used to be simply an original are compatible for our logo,” he mentioned in a telephone interview.
The marketing campaign follows El Pollo Loco’s first on-line merchanise retailer, which the chain opened ultimate yr to promote branded pieces that replicate Southern California tradition thru partnerships with native designers corresponding to muralist David Flores and surfer Rick Massie.
Benson mentioned El Pollo Loco has made 18 abuela movies that it plans to unlock all over the summer time.
Within the first video, the nature takes on virtual foreign money, ranting about bitcoin however approving grilled tortillas she calls “Pollocoin.”
Later movies display her doing yoga, enjoying baseball, doing salsa pictures and ranting a couple of type pattern known as cottagecore.
“Abuela is bringing some sass and humor to the platform, which is what other folks love,” Benson mentioned.
“No longer each and every video goes to be about promoting a taco or hanging our stamp of approval on rooster. However what we’re seeking to do is interact with our fans and power dialog, stay El Pollo Loco best of thoughts and truly focal point on logo consciousness. While you have a look at TikTok, it’s the easiest platform to do this.
“We’ve truly doubled down on TikTok. It’s the place we’ve put maximum of our power in social media advertising and marketing.”