Popeyes: That look from Popeyes

Quick service restaurant Popeyes Louisiana Kitchen (PLK) ran a multimedia campaign in the United States in 2020 that promoted its uniforms as high fashion in order to grow sales, awareness and engagement.

Objectives

Following extraordinary growth driven by the Popeyes' Chicken Sandwich launch in 2019 - taking Popeyes to a historic sales peak of $486,898,661 in November - the last month of that year brought a concerning sales drop, to $381,094,448. That's a 22.7% drop in sales.

The Sandwich and the hype around it had been remarkable, but just the start. Popeyes had growth goals in 4 key areas:

Capture CULTURE: Get more people noticing and engaging with Popeyes.

Capture HEARTS: Move attitudes beyond curiosity for the chicken sandwich, to personal relevance.

Capture BEHAVIOR: Build top preference for Popeyes....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands