B2C • HOSPITALITY

Popeyes

An ‘internet-breaking’ fried chicken sensation

MISSION:

Founded in New Orleans in 1972, Popeyes has more than 50 years of history and culinary tradition. Distinguishing itself with a unique New Orleans style menu featuring spicy chicken, chicken tenders, and other regional items, the chain's passion for its Louisiana heritage and flavourful authentic food has allowed Popeyes® to become one of the world's largest chicken quick-service restaurants with over 4,000 restaurants in the U.S. and around the world.  Following the announcement of scalable expansions plans for the UK in late 2022, the much-loved American brand contacted us for regional PR support across their planned Midlands store rollouts and drive-throughs.

Approach:

Our work with Popeyes started in September 2022, when we were officially appointed their Midlands agency, delivering PR support and campaigns for their restaurant openings throughout the region.  Since coming on-board with the Popeyes team, we have devised creative launches for four restaurant and drive-thru openings, driving awareness and maximising coverage across different comms channels from social media and influencer engagement, traditional PR activity, community engagement and guerrilla marketing tactics. Across four successful restaurant openings, through our targeted PR campaigns, we have helped to achieve record-breaking opening day queues driven by key regional PR and social media activity.

HIGHLIGHTS:

For the Northampton opening, we devised and launched a ‘Just Passed’ campaign with press and local driving schools, with a paid radio advertisement campaign, to raise awareness with a key target demographic.  The campaign gave newly qualified drivers the chance to enjoy a free chicken sandwich on Popeyes.
Securing 66 pieces of quality coverage for our Northampton launch and reaching more than 36.5 million people, including businesses and residents, press reported that customers in Northampton queued for 14 hours to taste the world-famous Louisiana chicken.

COVERAGE IN NOTTINGHAM POST