Stay Loca, Stay True: Crafting Authentic Connections in the Latino Community
Project Ask
Authentically engage with El Pollo Loco's core Latino audience while establishing itself as a brand that genuinely celebrates and empowers women.
Client
El Pollo Loco
Location
Los Angeles, CA
Deliverables
Event Production. Strategy & Execution. Dining Experience Curation. Video Production. Social Media Marketing.
Our Role
ID Agency demonstrated its expertise in cultural marketing through a strategic year-long partnership between El Pollo Loco and cultural curator Lala Romero, founder of Bella Doña. This multi-faceted collaboration showcased ID's ability to create authentic connections within the Latino community while amplifying women's voices and achievements. Through carefully orchestrated events, content series, and activations, ID Agency transformed traditional brand partnerships into meaningful cultural moments that resonated deeply with diverse audiences.
The Challenge
El Pollo Loco needed to authentically engage with its core Latino audience while establishing itself as a brand that genuinely celebrates and empowers women. In a landscape where many brands attempt surface-level cultural marketing, EPL required a sophisticated approach that could:
Create genuine connections with the Latino community
Highlight the brand's commitment to female leadership and empowerment
Develop meaningful cultural moments that would resonate across generations
Build lasting brand affinity through authentic storytelling
The complexity lay in crafting a partnership that could maintain authenticity across multiple touchpoints while delivering measurable business impact. Success would require an agency with deep cultural understanding and proven expertise in managing integrated campaigns that preserve authentic community voices.
The Solution
ID Agency developed a comprehensive year-long strategy anchored by Lala Romero, a Los Angeles native whose multifaceted influence spans music, fashion, beauty, and lifestyle. The partnership was structured around three significant activations, each designed to build upon the last while maintaining authentic cultural connections:
Vision Board & Manifestation Event (January)
600+ attendees gathering for community empowerment
A blend of cultural celebration and personal development
Integration of EPL's culinary offerings with cultural programming
International Women's Day Celebration (March)
Content series highlighting diverse female leaders across markets
Intimate dinner celebrating EPL's female leadership
Strategic seeding program extending impact beyond the event
Thankful & Grateful Friendsgiving (November)
Intimate celebration in Lala Romero’s home
Custom-curated menu featuring EPL specialty items
Customized seeding kit personalized for each guest
Meaningful activities centered around gratitude and community
The Results
Vision Board & Manifestation Activation: Building Community Through Empowerment
The second annual Vision Board & Manifestation event transformed a traditional brand experience into a decisive cultural moment. Over 600 content creators, artists, and community members gathered to express their commitment to unity, diversity, and empowerment. ID Agency orchestrated a seamless integration of El Pollo Loco's culinary offerings with meaningful activities, demonstrating how food brings people together while creating authentic content moments.
International Women's Day Activation: Celebrating Female Leadership & Achievement
ID Agency crafted a multifaceted celebration highlighting women's crucial role in El Pollo Loco's success, from restaurant leadership to community impact. The program centered on a powerful content series featuring remarkable women across diverse fields, complemented by an intimate dinner celebration.
The strategic approach included:
Six-part video series showcasing inspiring women in EPL's key markets
Curated seeding kits distributed to influential female leaders
Intimate dinner gathering bringing together female executives and community leaders
Content Series Impact:
5 short-form videos for social platforms
1 long-form documentary-style piece
Featured diverse leaders, including restaurateurs, executives, and entrepreneurs
Highlighted EPL's commitment to female leadership (63% female general managers, 52% female field leadership)
Event Impact Metrics:
50 attendees, including influencers and community leaders
100+ Instagram stories
50 Instagram story tags
8 in-feed posts
3 media outlets in attendance
Thankful & Grateful Friendsgiving: Where Heritage Meets Heart
For the final installment of the year-long partnership, ID Agency orchestrated an intimate Friendsgiving celebration that masterfully blended traditional elements with Latino heritage. Hosted by Lala Romero, the event created authentic content moments while fostering genuine connections.
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