For El Pollo Loco, we created a gym towel with a scannable QR code, redeemable for a protein-rich post-workout meal, or as we called it, “chicken, the original protein bar.” We targeted gym-goers acting on New Year’s resolutions in early January with a message to “Never skip Leg Day–in fact work in some thighs.” We partnered with local gyms and fitness influencers to get the offer directly in people’s hands, then watched as every last one of the meals were redeemed in just a few hours. Sign ups for our Loco Rewards app spiked 144% in a single day—all in all making this “half towel, half napkin” EPL’s most successful social promotion to date.