My colleagues in the US Hispanic trade marketing Industry ‘fumbled’ over one another to highlight that Butler, Shine, Stern & Partners (BSSP) was assigned the creative assignment for the El Pollo Loco Hispanic efforts in the US Hispanic Market, because they have the general market assignment.
Wow! What a story! ….. This is Chicken Shit or in ‘el monte’ where I came from – - Mierda de Gallina!
Keep in mind, I stated assigned vs. earned. Do my colleagues know the difference?
I will take a different tact.
What does BSSP know about the US Hispanic Market, our Consumers and ‘El Insight de la Tribu’ to create a creative approach that sells products to US Hispanic Consumers?
¡Probablemente nada!
Unless they associate themselves with a creative director and a account planning team that understand the US Hispanic Market Consumer.
It is all about INSIGHTS.
Give me a call, I have a fabulous Roledex of Account Planners & Creative Directors that know how to sell PRODUCTOS to Latinos/Hispanos (choose your jargon to be political correct).
Tell me who BSSP associates themselves with for ‘Insights de la Tribu’ and I will tell you how effective they are at moving product.
We will have to wait to see who they choose to create ROI from insights that will produce impactful creative that generates $$$$.
To El Loco del Pollo Loco, Consumers might NOT be Loco over your Pollo!
Call me.
Gene Bryan
CEO / HispanicAd.com
March 8th, 2012 at 7:57 am
While Gene’s commentary is reflective of his personality and may yield some chuckles, this is another in a series of troubling signs for US Hispanic marketers and advertisers that started with The Home Depot and continued with Tecate under Ramona.
I mention Ramona because, well, Tecate is now led entirely out of Mexico, is it not?
You think a guy in D.F. has better insights into the US Hispanic market than a Gringo in the States?
The timing of the AHAA study and full-to-capacity webinar could not be better. The arrival of Sandra Alfaro at Lopez Negrete could not have been better-timed.
It is indeed about insights but also about cultural identity and understanding, deep connectivity and relevant resonance. That is what will make Hispanic agencies live long lives.
In 10 years all of US Hispanic marketing could mirror the African-American agency environment, with two shops standing — unless we unite and fight.
All of that being said, El Pollo Loco is confounding. In my years living in L.A. I would see Central Americans and Mexicans in their QSRs across town more than the Anglo consumer, who went to California Chicken Cafe. Koo Koo Roo went under and Boston Market has a small imprint, suggesting growth among Latinos for a chain with a name in Spanish. Instead, they have tried to grow their non-Latino customer base over several years to try to maximize profits and move beyond “the customers they likely already attract” … my guess but that is what it looks like.
It’s like Pei Wei Asian Kitchen … you think they advertise in Mandarin?
Nope, because they target A,B level non-Asian consumers who have HH income above $25k/year.
El Pollo Loco seems to be taking a similar approach, forgetting its roots.
It seems loco, since protecting the core will help maintain and spur customer activity.
Would Miami-based Pollo Tropical shift to a minimal Hispanic marketing approach? It shouldn’t and any suggestion that it could grow by moving beyond its core is crazy.
That is why El Pollo Loco is loco.
March 8th, 2012 at 9:29 am
Interesting read Gene, however I see that BSSP’s NY office is – wait – 228 East 45th Street, 14th Floor, NY, NY 10017. That is the same floor that Marco Vega sits as managing partner of Vidal, and that is the Vidal office. Is this the sign of Hispanic agencies are shedding the Hispanic heritage to win over General Market work that encompasses Hispanic?? Vidal and BSSP have had a long relationship, so this could be a new phase for the battered giant of Hispanic days gone by. Just my “peso” of thoughts.
March 8th, 2012 at 10:23 am
Adam, while your larger point is correct, Pollo Tropical does not do any Hispanic advertising. Many people believe they do, because of the name and where the restaurants are, but they don’t do any either in-language or in-culture.