Costa Mesa-based El Pollo Loco Inc. has hired Butler, Shine, Stern & Partners (BSSP ) for its general market and Hispanic accounts, ending an agency review that began in December.

Sausalito-based Butler, Shine, Stern & Partners will handle creative duties for the grilled-chicken chain’s branding and other communications. The agency’s initial work for El Pollo Loco is set to debut next month. Butler Shine’s client roster includes Woodcliff Lake, NJ-based BMW of North America LLC’s MINI Cooper along with AT&T Inc. and Greyhound Lines Inc., both of Dallas, Tex.

Commenting on the decision, Ed Valle, chief marketing officer for El Pollo Loco said, "BSSP's strategic approach, strong creative platform and passion for driving brand and restaurant level performance made them a very compelling choice for us. We're very excited to be partnering with BSSP, and look forward to building a relationship that engages our consumers and continues to drive the success of our brand."

El Pollo Loco launched an agency review late last year following its split with Hollywood-based ad agency goodness Mfg. The two parted ways less than a year after the chain hired the agency.

BSSP's work for El Pollo Loco will appear this April in the form of new television commercials (English and Spanish), in-restaurant merchandising, and other creative elements.

El Pollo Loco counts about 400 restaurants, mostly in California and neighboring states. El Pollo Loco recently expanded its grilled chicken burrito line-up with the addition of the Roja Wet and Chicken Avocado burritos.The new items (The Roja Wet and The Chicken Avocado) are now available in all El Pollo Loco restaurants.


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