POPEYES CHICKEN SANDWICH
Chicken Wars:
The Popeyes Chicken Sandwich
20 Billion impressions. Worth $220,000,000. $0 spent.
When Popeyes launched its new Chicken Sandwich, they were up against Chick-fil-A - a brand who dominates the chicken sandwich category. So we had to be smart.
When Popeyes launched its new Chicken Sandwich, they were up against Chick-fil-A - a brand who dominates the chicken sandwich category. So we had to be smart.
The good news: Chick-fil-A was a guilty pleasure for many people who disagreed with their conservative stances. We’d been listening in on social, preparing for the right moment to strike. Buzz was okay when the sandwich went nationwide on August 12. But a week later, our moment came. Chick-fil-A tweeted about their sandwich, trying to hold their ground.
We quickly responded with a perfectly on-brand “...y’all good?” It blew up.
Then, Wendy’s tried to get in. We clapped back at them too. Then it really blew up.
The rest is internet history.
Roles:
Wrote the highest performing tweet in Popeyes history.
Caused an internet war that spread to real life.
Art Direction, Design
The Tweets
With JoLeighn (CDs), Stephen Lintner (CW)
It took us a while to find the right thing that would make internet history.
Here’s some of the ideas and content for the chicken sandwich launch that didn’t make it (and some that did, but were, you know… quieter.)
