This semester, I applied for an internship at LatinWorks. Part of their internship application was a creative challenge to create a campaign for one of their clients, Pollo Campero: a quick-serve, latin chicken restaurant.
The big idea/concept behind my campaign is to get people to fall in love with Pollo Campero's chicken, on more than one level.
The big idea/concept behind my campaign is to get people to fall in love with Pollo Campero's chicken, on more than one level.
Fall in Love with Pollo (Campero)
The first advertisement is a print ad.
This ad would be printed in magazines, posters, billboards, etc. It establishes the character, Pollo Campero, and sets a humorous tone for the campaign. This ad is meant to target a broad, general audience.
The second advertisement attached is an interactive, social ad.
This ad would be a Tinder profile for Pollo Campero. Tinder is currently dominating college campuses as a quick way to meet other singles near you, so why not take advantage of it and help hungry college students find great food near them?
This method of advertising would be unexpected and humorous to young singles, which is a huge target market for quick-serve restaurants. In order for this to work, the Pollo account would need to be duplicated across all of the restaurant regions around the country. Pollo would also need to sign up as a bisexual in order to "like" everyone in the surrounding area and avoid gender bias. When someone in the area "likes" Pollo, they will receive the message displayed in the attached example. A perk of this campaign is the fact that word will likely spread about this account and more people will hear about Pollo Campero via word of mouth.
This method of advertising would be unexpected and humorous to young singles, which is a huge target market for quick-serve restaurants. In order for this to work, the Pollo account would need to be duplicated across all of the restaurant regions around the country. Pollo would also need to sign up as a bisexual in order to "like" everyone in the surrounding area and avoid gender bias. When someone in the area "likes" Pollo, they will receive the message displayed in the attached example. A perk of this campaign is the fact that word will likely spread about this account and more people will hear about Pollo Campero via word of mouth.
The third advertisement attached is an OOH, non-traditional ad.
This ad would be tags attached to flower bouquets at grocery stores surrounding Pollo Campero locations and would encourage customers to bring out their inner-Latin, romantic side. While Pollo Campero is not as fancy as a sit-down restaurant, and grocery store roses may not be as fancy as a pre-ordered bouquet, both are still great quality, are appreciated by others, and can be picked up quickly. Customers would (subconsciously) make this connection, and most likely find the ad to be humorous. Additionally, this coupon communicates the idea that Pollo Campero's food is good enough to share with the people you love and care about.
While I didn't get the internship, I still thoroughly enjoyed working on this intern challenge! Plus, it gave me an excuse to go try Pollo Campero.
Lets just say, I fell in love with Pollo.
Lets just say, I fell in love with Pollo.