Costa Mesa-based El Pollo Loco has named Hollywood's goodness Mfg. as its new advertising agency of record to handle marketing and communications efforts for the grilled-chicken chain. Goodness Mfg. will handle general market and Hispanic advertising for the Mexican fast food chain, which has more than 400 restaurants, mostly in California.

The decision ends a search process that began last fall with the review of more than 35 agencies, including L.A.-based McCann West/Casanova Pendrill and Santa Monica-based RPA. El Pollo Loco's former ad agencies, Venice-based Kreuger Communications and Burbank-based cruz/kravetz: IDEAS, did not take part in the review.

The company's work will include English- and Spanish-language broadcast and digital platforms, in-restaurant merchandising and local store marketing, and its first efforts for El Pollo Loco will appear in May.

Pollo Loco's account was valued at $15 million to $20 million last year.

El Pollo Loco’s advertising work previously was divided between two agencies: Venice-based Krueger Communications as the lead agency and cruz/Kravetz:Ideas of Burbank handling Hispanic marketing.

El Pollo Loco also recently hired Los Angeles-based Milner Butcher Media Group LLC, a media research and consulting firm, for assistance on marketing campaigns.

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