Chicken is the most consumed protein in Central America, and Pollo Rey is the leading brand in Guatemala. This leadership has allowed the brand to build equity around trust.
For this concept, we began with an observation: most of us eat chicken regularly since early childhood. In other words, everyone is like an expert when it comes to enjoying chicken. We took advantage of this observation to appeal to an intuitive perspective of trust: “this brand is the way to go”. Those who know about chicken, choose Pollo Rey.