As KFC gears up for a major rebranding initiative with the launch of “grilled” chicken next year, some competitors are taking aim at the segment leader and questioning its plan while others say their marketing efforts will continue to stress core brand values. El Pollo Loco, in its recently launched “May I Fool You?” ad campaign, emphasizes its flame-grilling tradition while satirizing what the chain’s marketing officials characterize as rivals’ increasing trend to tout ...

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