EDIBLE, INC: El Pollo Loco

For Hispanic Heritage Month El Pollo Loco asked our team for a campaign that would intrigue a younger Latinx audience who are even bigger activists than their grandparents. We found the insight after first Googling how many Michelin stars were given to Latinx chefs, which were many. Then we looked at the James Beard Foundation, and woah. Zero awards for Outstanding Chef were handed to Hispanic chefs. Winning a James Beard can significantly impact a chef, their business and the community around the business. Time for an awards show campaign unlike the others.  We circled the wagons and drove one right to the James Beard House in NYC and parked it there for days to offer up 10 stellar options for their 2022 awards. We submitted the chefs while running a full page New York Times ad with the shocking truth. Two days later the CEO of the JBF contacted us to invite El Pollo Loco (and Edible, Inc) in to meet with them. We are delighted that EPL will be helping to develop programs to ensure things are a lot more equitable at the nation's top awards.