Organic, a digital-first agency under Omnicom will become the agency of record for restaurant chain, El Pollo Loco. Raised in the heart of Los Angeles, El Pollo Loco is the nation’s leading fire-grilled chicken restaurant with a mission to bring people together around food, family and culture in the communities it serves. Since 1980, El Pollo Loco has successfully opened and maintained more than 490 company-owned and franchised restaurants in Arizona, California, Nevada, Texas, Utah, Colorado and Louisiana while remaining true to its Mexican-American heritage. Organic was selected as Brand and Digital AOR (Lead Agency) after a competitive review including 8 agencies. Organic is replacing Vitro, El Pollo Loco’s previous Creative AOR, Organic was El Pollo Loco Digital’s AOR from 2020 to 2021. Organic is partnering with THIRD EAR for rich audience insights and integration with its strategy and creative teams. The first assignment, a celebration of “sabor” which means “flavor” in Spanish, breaks on digital on February 23, 2023 and on broadcast on February 27, 2023. Organic will help El Pollo Loco transform its brand in a consumer-first, culturally relevant and digitally forward way to recruit new, younger consumers and drive the future of its business. Organic’s work will differentiate the brand from the cluttered QSR space by leaning into El Pollo Loco’s origin story, authentic recipes and human connections made over its food.