Today, Popeyes drops its new creative campaign, “We Don’t Make Sense, We Make Chicken.” The campaign brings the magic of the brand’s hometown of New Orleans to serve as the catalyst to tell a rich story about Popeyes’ culinary credentials.
As the chicken category continues to grow and popularity among consumers increases, Popeyes new campaign differentiates itself among competitors and sets the stage for the brand’s future. Popeyes birthplace, New Orleans, provides the perfect backdrop to tell its heritage story and highlight its food quality, culinary credibility, and great taste.
Created in partnership with Popeyes new creative agency of record, McKinney, the campaign leverages the brand’s Louisiana heritage, the new spots focus on the slow, time-honored, homemade traditions of Southern cooking that contribute to the delicious crunch and robust Cajun flavors served to guests every day. From 12-hour marination, to hand battered and hand breaded in restaurant, to frying up our signature chicken fresh – it often doesn’t make sense, but as the campaign notes, these unique cooking techniques helps make Popeyes chicken great. Watch below:
REELated:
“New Orleans is our spokesperson,” said Jeff Klein, Chief Marketing Officer of Popeyes. “There is a clear and powerful story about how Popeyes makes its food in true NOLA fashion – with high-quality ingredients, slow marination, Cajun spices, and battered by hand. Our new campaign shifts from a user-generated content model to content that spotlights the vibrancy and culture of our birthplace. This campaign is not just about our great-tasting food – it’s about the history and traditions behind it. It’s about why it’s easy to love Popeyes.”
Consumers will also have the opportunity to engage with the campaign by searching for Poppy, the Popeyes Chicken icon, within the interactive commercial available on the Popeyes website.
“At first glance it might not make sense to hand batter and bread our chicken in a quick-service environment, but if you were to remove our traditions, then you would remove the heart and soul, crunch, and culture of the brand. The techniques we use that make the least amount of sense are what help us to stand out the most, and I am proud that this new campaign captures that point.” said Sami Siddiqui, President of North America.
The campaign will launch digitally in May followed by out-of-home and television executions unveiled nationwide in June.
