FCB Alliance Agency Change Celebrates Customers’ Iconic Reaction to Popeyes Chicken in Lively Campaign

Popeyes, the famous Louisiana-style fried chicken brand, is ready to take over France.

Freshly arrived in Paris, Popeyes is launching a new international campaign in collaboration with Change, an FCB alliance agency. The campaign celebrates the iconic reaction that Popeyes chicken gets from chicken lovers around the world and plays with the brand name.

Popeyes is already known for its unique recipe of 12-hour chicken marinated in Cajun spices, and for its generous chicken pieces. As soon as customers discover the size of the chicken pieces and taste them, the reaction is always the same: their eyes pop. This is where the name Popeyes comes into its own.

With this new campaign, the brand highlights the « Popeyes effect » by showing consumers in awe of the 12-hour marinated chicken and by playing with its logo. In fact, on the prints, only the first part of the logo « Pop » is visible and the end of it « Eyes » is directly replaced by the wide eyes of the consumers.

By doing so, Popeyes boosts its launch in France and reinforces the iconic character of its name by giving consumers a way to remember it. The campaign will be broadcast in France and worldwide in print and outdoor media.

To enhance the campaign's humanity, Change agency chose to collaborate with multi-award winning photographer Ale Burset, who perfectly embodies the brand's DNA. With his unique vision and creative style, Ale Burset brings good vibes and authenticity to the campaign.

By using its brand name and playing off its logo, Popeyes offers an original campaign that will popper reactions.