INNOCEAN USA has advice for anyone doing legs at the gym: don’t skip thigh day either. The agency placed 750 bright yellow towels across Southern California fitness studios, featuring a simple message—”Don’t Skip Leg & Thigh Day”—and a QR code that unlocks a free 2-piece leg-and-thigh meal at El Pollo Loco.
The towels aren’t promotional giveaways. They’re actual, sweat-ready gym towels with working QR codes printed directly on them. Scan the code, get the coupon, use the towel, wash it, repeat. The campaign builds on INNOCEAN’s growing partnership with El Pollo Loco, which appointed the Huntington Beach agency as creative AOR in April 2025 after a competitive review.
The work comes during a momentum year for INNOCEAN’s global network. The parent company’s “Night Fishing” campaign for Hyundai won the Grand Prix at Cannes 2025, and new Global CEO Jung A Kim—the creative behind that win—took the reins in November. The network was also named Agency of the Year at the 2025 ONE Asia Creative Awards, the first Korean agency ever to receive that honor. In the US, Canvas Worldwide, INNOCEAN’s media subsidiary, won Campaign US Media Agency of the Year in March.
The activation follows recent work, including the brand’s holiday “12 Days of Christmas” campaign, a refreshed website and the rollout of the “Let’s Get Loco” brand manifesto. The towel campaign launched on El Pollo Loco’s Instagram, extending the concept into physical spaces where people are actively thinking about what they’ll eat after burning calories.
How a towel becomes a coupon without losing its towel-ness
The execution is straightforward. Bright yellow towels—El Pollo Loco’s signature color—screen-printed with bold red lettering: “Don’t Skip Leg & Thigh Day.” The QR code below links directly to the coupon redemption system in the Loco Rewards app. Scan it, claim the offer, and head to any El Pollo Loco location for a post-workout meal.
The towels work as towels. That’s the key. They’re not flimsy promotional items that fall apart after one use. They’re functional gym equipment that happens to advertise a specific menu item—leg and thigh—while members are in the middle of leg day. The message and medium align perfectly.
INNOCEAN distributed the towels across gyms and fitness studios in Southern California, where 80% of El Pollo Loco’s locations operate. Members grab them off racks between sets, use them during workouts and take them home. The campaign turns gym equipment into persistent brand touchpoints without requiring members to do anything beyond their normal routine.
Why this works for El Pollo Loco’s positioning
El Pollo Loco has spent the past year repositioning around quality, freshness and everyday moments—the kind of meals that fit into active lifestyles without guilt. The brand secured the number one spot in USA TODAY’s “Best Restaurant for Quick, Healthy Food” in the 10 Best Readers’ Choice Awards. Fire-grilled, citrus-marinated chicken positioned as better-for-you fast food.
The gym activation makes that positioning tangible. People working out are already thinking about nutrition, protein and post-exercise meals. Intercepting them with a coupon for chicken legs and thighs at exactly that moment isn’t an interruption—it’s service.
INNOCEAN has been building this narrative since taking over the account. The agency developed new point-of-purchase materials, redesigned the website and created the “Let’s Get Loco” tagline alongside CMO Jill Adams. The towel campaign extends that work into physical spaces where El Pollo Loco’s core audience spends time.
What made INNOCEAN the right fit
El Pollo Loco wanted an agency that could handle a full brand refresh while maintaining the chain’s 50-year heritage. INNOCEAN pitched an insight-driven strategy paired with bold creative execution—exactly what the brand needed as it approached its anniversary.
Recent work includes Genesis Motor America’s “Pull in Imagination” campaign, Hyundai’s IONIQ 9 launch and an AI bias project called “Refacing the Future.” INNOCEAN combines creative ambition with business-driven results, which matters when you’re refreshing a brand with 495 locations across seven states.
For El Pollo Loco, that means activations like the gym towel campaign—ideas that don’t just look clever but solve real problems. How do you reach health-conscious consumers where they’re already focused on fitness and nutrition? You meet them at the gym with a functional product that reinforces the message you’re trying to send.
The campaign went live on Instagram with product shots showing the towels draped over gym equipment, held by members mid-workout and stacked at studio reception desks. The execution is clean, the strategy is clear, and the idea works because it respects the audience enough to give them something useful.
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