INSIGHT
Popeyes brings a taste sensation from New Orleans to the UK. What started as one small restaurant with a dream of creating the world’s best fried chicken is now a craze sweeping the world. Popeyes serves up their famous shatter-crunch chicken in over 4,000 restaurants.
The brief: we’re landing in the UK and have big expansion plans. Help us launch our first restaurant in Chelmsford and support our roll out plans across Essex and East Anglia.
IMPLEMENTATION
Y’all ready for this? We needed to create a campaign that would excite Gen-Z. Create the buzz pre-launch, drive customers to restaurants and become a community player.
Influencers it’s time for Mardi Gras! A series of preview evenings for hyper local influencers were set-up to share the joy of soul food!
Let’s get sampling! Popeyes is renowned for its legendary ‘shatter-crunch’ chicken sandwiches. Food drops were organised across locations to key groups to boost word of mouth and gain trial.
Press were invited for sneaky peaks of the restaurant’s interior, plus an interview with the CEO. The media were also invited to walk up the orange carpet and watch the ribbon being cut as the first customers in poured through the doors.
It’s time for fiesta! A hip mariachi band were booked to create a series of head-turning events as the spirit of Louisiana hit the UK.
Bang that drum! Highly targeted advertising campaigns were set-up to further drive awareness and footfall into local restaurants.
Let’s do this right: Popeyes is about bringing joy! Connections made with town centre managers, local charities, fun runs, festivals, plus universities to bring some southern soul to the heart of each community.
IMPACT
Big Wave PR has successfully launched restaurants in Chelmsford, Romford and Cambridge.
- influencers and press provided rave reviews
- live band brought the Louisiana spirit to the streets
- launches met with queues around the block!
- food drops helped build customer base and word of mouth
- advertising campaign kept demand strong
- built strong community links
“Big Wave PR has great connections and have been great at opening doors and finding real opportunities for us. We’ve had some great launches and it’s been fun working with the team.”
