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Project Name: |
The El Pollo Loco “Taste the Fire Challenge” Campaign |
With Kentucky Fried Chicken (KFC) coming out with its “version” of a grilled chicken recipe in Spring 2009, El Pollo Loco (EPL) needed to make a preemptive strike to defend and maintain its leadership position as the master of flame-grilled chicken. Having advance knowledge that KFC was preparing its “grilled” chicken in ovens, EPL set out to show consumers who was being honest about “grilled” chicken. The Rogers Group launched the “Chicken Wars,” a digital buzz marketing campaign challenging consumers to “Taste the Fire” and see what “flame-grilled” really means. |
