Popeyes

WHERE’S THE FIXINS’

TASK: Create a powerful PR idea that can make the iconic Popeyes Chicken Sandwich the center of media and conversations to people to try the sandwich.

INSIGHT: The Common Thread within the VANS community is the love for the shoes. So let’s give them an experience inside the shoe and bring the community together.

IDEA: Give people the opportunity to share their favorite way to dress up this famous chicken sandwich with all of the fixins’ to make the best chicken sandwich even better. Not all people want a traditional chicken sandwich with just pickles and mayo, so Popeyes will switch it up.

EXECUTION: For a limited time customers are asked to share their own version of the chicken sandwich with all of the fixins’ on social media using #myfixins to start the discussion. Then for a week, customers will have an opportunity to purchase a chicken sandwich with various add-on toppings including cheese, lettuce, tomatoes, sauces, etc. for no additional cost so they can come up with their own version of the sandwich with all of the fixins’ and share it. Every day during this time period, Popeyes will select people on social media channels to get coupons to get a FREE chicken sandwich.

ROLE: Art Director

*Spec work for ONE School

IN-STORE SIGNAGE: At point-of-sale, remind customers that they can customize their chicken sandwich with additional items.

 

IN-STORE SIGNAGE: At point-of-sale, remind customers that they can customize their chicken sandwich with additional items.