A PR campaign full of flavour: launching Popeyes drive-thru in Northampton
Bringing a taste of Louisiana to Northampton, with the latest restaurant launch from American fried chicken brand Popeyes
Queues for 14 hours to get your hands on a Louisiana Chicken Sandwich? That’s what happens when you bring the sandwich that ‘broke the internet’ to fried-chicken fans in the UK.
This summer saw the opening of the second UK drive-thru restaurant from Popeyes, the American fried chicken brand renowned for its Louisiana Chicken Sandwich and its world-famous ‘shatter crunch’ chicken that leaves queues of eager chicken-lovers in its wake.
The all-new drive-thru in Northampton marked our fourth Popeyes launch since we began supporting the chain’s Midlands’ openings in 2022, and we wanted our latest campaign to be big, bold - and full of flavour!
Comprising a mix of media, influencer and community relations, our strategic approach was designed to support the restaurant pre- and post-opening and ensure a regular drumbeat of coverage across print, online and social.
And with the new opening offering the brand’s full mouth-watering menu, it was time to pull out all the stops to showcase its Southern hospitality. To celebrate the launch, the first three customers in the queue on opening day had the chance to win free chicken sandwiches for a year… with the winners arriving a whopping 14 hours early to get their hands on the prize!
After opening with a bang, we also wanted to spread the news on social, through a curated list of locally based lifestyle, family and food influencers. Our outreach resulted in six influencer visits, generating 22 pieces of coverage with a combined reach of 733,392 - helping to drive engagement with our target audience through fun and eye-catching social content.
Timed with the opening, we also invited top-tier media for a full tour of the restaurant and drive-thru and the chance to try the menu first-hand. Journalists from Northampton’s two key titles, NorthantsLife and Northampton Chronicle & Echo, enjoyed a VIP visit and an exclusive interview with Neil Williamson, COO of Popeyes UK. This targeted approach resulted in 6 pieces of online and social coverage, with a total circulation of 70,800.
And to bring the brand-new Popeyes to the heart of the community, we offered local companies the chance to collect a hot lunch from the drive-thru - on the house. Engaging with businesses across a variety of sectors, the activity enabled us to get the brand in hand, spread the word about the new opening - and most importantly, greet Popeyes’ new neighbours with a tasty Louisiana-style hello!
Following the launch, we also supported an exclusive ‘Just Passed’ Popeyes promotion, which gave new drivers in Northampton and Rotherham the chance to enjoy a free Chicken Sandwich if they passed their driving test in July or August 2023. The mini campaign made a big noise locally, resulting in 15 pieces of coverage with a total circulation of more than 29.3 million.
Overall, the campaign secured 66 pieces of coverage with a reach of 36.5 million - and brought Popeyes’ distinct Louisiana flavour to its brand-new Northampton home.
Looking to add a kick to your next PR campaign? Speak to Rewired.