THE CHALLENGE

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Turn around an underperforming but beloved QSR chicken brand, in a category long-dominated by Chick-fil-A.

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The Strategic Role

 

Directed end-to-end brand, marketing and social strategy across Popeyes for 5 years from the agency side, as the brand did not have the function internally. Worked directly with the brand's CMOs and culinary/product leads while regularly briefing its franchisee marketing board. Retained for our wide-ranging expertise when the brand was acquired by a new ownership group.

 

 

The STRATEGIC IDEA

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Launch Popeyes' first-ever chicken sandwich by igniting the true voices of its diverse and socially-influential fan base.

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HOW IT CAME TO LIFE

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Initiated what became known as The Chicken Wars. Set the table with culturally-engaging activations, built a deep understanding of the brand's community, and then fired a two-word tweet at precisely the right place and time to motivate true Popeyes fans. Fanned the flames for weeks afterward, scrapping all plans for a traditional launch campaign.

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IMPACT

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Simply put, the most commercially-successful QSR product launch ever recorded.

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Over $87 million in earned media value

3x customer visits

$1 billion systemwide impact from the chicken sandwich launch

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Grand Effie Winner, 2021; 4 Gold Effies (Social Media, Restaurant, Social Media and New Product)​, 2021.

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Cannes Silver Lion Winner for Audience Insight, 2021.

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Developed with friends at GSD&M, Popeyes Louisiana Kitchen, Inc. and Restaurant Brands International.

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