Popeyes Asks You to Scrunch Up This Ad to Hear How Crunchy Its Chicken Is

Since Popeyes chicken is hand-breaded and battered every day in each restaurant, it makes it one of the crunchiest chicken offerings out there.

GUT Miami worked with the brand to design new print ads to intercept people who may not have tried Popeyes and experienced its delicious crunch. Popeyes stopped people on the street who had never tried the brand’s chicken before, and handed them flyers so they could experience the Popeyes crunch for themselves.

Each ad calls on readers to “Crunch this ad for the Nuggets/Tenders/Bone-In-Chicken Popeyes crunch.” When torn out of the magazine, the crumbling of the paper mimics the iconic crunch sound of Popeyes chicken. The ads allow readers to get a sneak peak of the crunch until they can get their hands on the real thing.