Popeyes is aiming to clip the wings of its rivals with the everlasting addition of wings to its menu, accompanied by a scorching marketing campaign with as a lot spice as its hen.
Within the new marketing campaign, created by company McKinney, the model’s spokesperson excitedly reveals as much as a soccer sport watch social gathering with a bag in hand, asserting that “After 51 years, Popeyes is crashing the wings social gathering!”
“Is not sensible it took so lengthy,” she says, whereas doling out containers to visitors and revealing a bigger, zestier tray of wings with 5 totally different flavors.
She provides the model’s new tagline: “We don’t make sense, we make hen.”
Followers might also catch an Easter egg towards the top when she asks, “Y’all good?”—a sly nod to the viral tweet that catapulted the model’s hen sandwich into the highlight and taunted its rivals.
This time, the taunting is shamelessly overt, with the model strategically inserting out-of-home signage close to the areas of competitor eating places to transform wing aficionados. A billboard that reads “Our wings GO” menacingly hovers over a Wingstop restaurant, for instance.
Popeyes additionally launched “DISScount codes” with savage prompts comparable to NOTTHATWILD, OPENSUNDAY and ONLY1WINGFLVR, which might be redeemed for a free six-piece order of wings with a minimal $10 buy by the model’s app and web site.
Winging it
Like most fast service eating places, Popeyes isn’t any stranger to experimenting with limited-run menu objects to excite prospects. However none have come near attaining the lightning-in-a-bottle success of its 2019 hen sandwich launch—till this previous January, when the model unveiled its ghost pepper wings to ravenous acclaim.
“We bought out in two and a half weeks,” Jeff Klein, Popeyes chief advertising and marketing officer, instructed Adweek. “That’s dangerous … however excellent on the identical time.”
Klein stated the unexpectedly excessive demand left the model scrambling to replenish the product, noting that a few of the seasonings used within the recipe are imported from abroad, complicating the method.
When the wings returned in Might, Popeyes launched a second taste, Candy ‘N’ Spicy, which Klein referred to as “additive to the ghost pepper wings.”
“Then we began to see lineups at drive-thrus that we hadn’t seen in… I’m not evaluating the hen sandwich time… however I spent a whole lot of time on the weekend driving round to Popeyes to see this phenomenon. And folks had been sending me footage. We determined we would have liked a full wings lineup,” he added.
