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Digital Gen-Z Opps: El Pollo Loco targets younger consumers with TikTok campaign (Score 54)

May. 

According to Pathmtaics, El Pollo Loco earned 136m impressions YTD through Instagram ads (46%), Facebook ads (32%) and desktop video ads (21%). It placed the majority (99%) of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, fandom.com and elsalvador.com. It placed the remainder (1%) indirectly through Complex Media and Google AdX+AdSense onto sites such as buzzfeed.com, littlethings.com, thestir.cafemom.com and yahoo.com. It spent around $1.2m on digital display ads YTD, just 30% of the $4m spent in this channel during the same time period of 2022. Full-year spend fell by 25% from $8m in 2020 to $6m in 2021. 

Sellers-- As I mentioned above, El Pollo Loco is moving away from more traditional marking methods to reach younger consumers such as Gen-Zers. The company allocates the majority of its ad dollars toward digital display ads, but it has been decreasing spend over the past two years. This indicates that high-ROI ad placements are very important for El Pollo Loco. It also invests in OOH and local broadcast TV ads, per Kantar. Contact this company's DMs if you can offer relevant ad space. 

Agency & martech readers-- El Pollo Loco currently works with creative AOR Initiative. We have not seen any changes to the chain's roster since it promoted Rebhun earlier this year, so keep reaching out to see if you can pick up some of its business. Those of you that can convince El Pollo Loco's DMs you can help it reach younger consumers will have the most success.