El Pollo Loco targets young audience with TikTok video series

El Pollo Loco has a new series of videos on TikTok that are about more than fire-grilled chicken.

They feature a middle-aged woman who weighs on pop culture with the tagline “abuela approved.”

Using a motherly character on a youth-oriented social media platform is helping the Costa Mesa-based chain reach a younger, Gen Z Hispanic audience, according to Patrick Benson, director of digital, social and public relations.

“We felt like family and women and abuelas, they were such an important part of our DNA at El Pollo Loco that with what was happening on TikTok, it was just an authentic fit for our brand,” he said in a phone interview.

The campaign follows El Pollo Loco’s first online merchanise store, which the chain opened last year to sell branded items that reflect Southern California culture through partnerships with local designers such as muralist David Flores and surfer Rick Massie.

Benson said El Pollo Loco has made 18 abuela videos that it plans to release throughout the summer.

In the first video, the character takes on digital currency, ranting about bitcoin but approving grilled tortillas she calls “Pollocoin.”

Later videos show her doing yoga, playing baseball, doing salsa shots and ranting about a fashion trend called cottagecore.

“Abuela is bringing some sass and humor to the platform, which is what people love,” Benson said.

“Not every video is going to be about selling a taco or putting our stamp of approval on chicken. But what we’re trying to do is engage with our followers and drive conversation, keep El Pollo Loco top of mind and really focus on brand awareness. When you look at TikTok, it’s the perfect platform to do that.

“We’ve really doubled down on TikTok. It’s where we’ve put most of our energy in social media marketing.”

Information: tiktok.com/@elpolloloco