Popeyes Focuses on Festive With Cajun Chicken Spots


Atlanta-Popeyes Chicken & Biscuits is considering howit can expand its new "Cajun Chicken Festival" ad themeto other parts of the business, including restaurant openings,catering and packaging.

The chain is convinced the new theme delivers a strong,Cajun-focused message, and it plans to start shooting a secondphase of TV spots later this year to reinforce Popeyes' image."We've had a very good response from our franchisecommunity to the Cajun festival concept," says PhilipFogleman, director of advertising for the 3,600-unit chain."Popeyes is very fortunate in that it's a brand with aunique positioning in the quick-service and chicken segments of themarket. The New Orleans profile makes it unique."

Popeyes wants to extend the theme so that it covers"marketing on every level," Fogleman says. "We havea lot of possibilities. Instead of a grand opening, you have aCajun chicken festival grand opening. We're working oncatering. You're not getting chicken; you're throwing aPopeyes chicken festival when you have a catering event."

The chain is also exploring changes in its packaging "tomake it look like it's from a Cajun chicken festival,"Fogleman says.

The first ads under the new theme broke recently and were shotin New Orleans. They were staged like a Mardi Gras-style festival,complete with a Miss Popeyes and a King of Chicken presiding asfestival patrons, tossing biscuits down from balconies. The adsalso include two "biscuit heads" who said they gotmarried at the chicken festival, and a concert featuring a funkyversion of the "Love That Chicken From Popeyes" theme."We like the Cajun funk version; we think it's cool,"Fogleman says. "We wanted to shake things up a little so theadvertising is more memorable in the third and fourth months of thecampaign." A rap version of the song was also recorded, andfranchisees in urban markets are expected to use it in their ads.-Nation's Restaurant News

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Business Solutions

Learn to Build a ChatGPT Bot for Only $30

If you want to see what AI can do for your business, grab this course bundle today.

Business News

I Live on a Cruise Ship for Half of the Year. Look Inside My 336-Square-Foot Cabin with Wraparound Balcony.

I live on a cruise ship with my husband, who works on it, for six months out of the year. Life at "home" can be tight. Here's what it's really like living on a cruise ship.

Health & Wellness

5 Essential Steps to Expand Your Vision and Start Living Your Dream Life

It's time to break free from your comfort zone and expand your vision. When you refuse to settle for a mediocre life, you can start building a life you love.

Thought Leaders

The Collapse of Credit Suisse: A Cautionary Tale of Resistance to Hybrid Work

This cautionary tale serves as a reminder for business leaders to adapt to the changing world of work and prioritize their workforce's needs and preferences.

Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.

Business Ideas

55 Small Business Ideas To Start Right Now

To start one of these home-based businesses, you don't need a lot of funding -- just energy, passion and the drive to succeed.