Popeyes: #ChickenWars

Popeyes, the quick-service restaurant chain, was launching a new chicken sandwich, and taking on market leader Chick-Fil-A in this space.

Campaign details

Brand: PopeyesCampaign: “#ChickenWars”Agency: GSD&MCountry: US

Market background and context

A fast-food chicken restaurant without a chicken sandwich
  • Popeyes had been in the quick-service chicken business since 1972 but didn’t have a chicken sandwich. It had made many attempts to add one to its menu in the past but failed.
  • Rival Chick-fil-A held more than 40% of this For Popeyes to successfully launch a chicken sandwich, it had to steal share from this established market leader.
  • Popeyes took two years to develop a new chicken sandwich, which featured a buttermilk batter,...

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