El Pollo Loco's Double Tostada: Crafting Cultural Connection

El Pollo Loco, the nation's leading fire-grilled chicken restaurant, faced the challenge of launching their Double Tostada product in a competitive quick-service market while maintaining authentic cultural connections with their target audience. The key to standing out? A comprehensive multi-platform creator strategy that transformed a product introduction into a cultural moment.

The campaign was built on key insights: Gen Z consumers prioritize authenticity, and creator-led content drives stronger product trial among younger audiences. Rather than limiting efforts to a single platform with a handful of creators, El Pollo Loco expanded their influencer program across TikTok, Instagram Reels, and other platforms, partnering with a diverse group of creators spanning food, comedy, and lifestyle verticals.

Under the concept "How to Tostada," creators were empowered to showcase their unique ways of enjoying the Double Tostada while highlighting its versatility and innovative protein combinations, including new double baja shrimp and chicken + shrimp options. This approach demonstrated both product features and cultural relevance simultaneously.
The campaign's strategic framework included:

- Platform diversification beyond TikTok to ensure maximum reach
- Creator selection emphasizing cultural authenticity and regional relevance
- Content optimization tailored to platform-specific engagement patterns
- Strategic budget allocation focused on influential mid-tier creators within key markets

Results broke brand records for video views and engagement rates while driving unprecedented product mix performance. The campaign achieved significant brand lift among the Gen Z demographic and established a new benchmark for product launches in the quick-service restaurant category.

Most impressively, El Pollo Loco demonstrated that regional brands can successfully compete for Gen Z attention through platform diversification and authentic creator partnerships. The framework established has become a model for future product launches, showing how brands can maintain cultural relevance while driving tangible business results through strategic creator collaborations and multi-platform content strategy.