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Popeyes

Client
Popeyes Chicken and Biscuits

Cam­paign
Using New Media to Heat up Cajun Food Chain

Chal­lenge
Popeyes Chicken and Bis­cuits is the world’s second-largest quick-service chicken fran­chise, and has opened more than 1,800 restau­rants. The local Popeyes fran­chisee brought us on-board to help them develop a strat­egy for their south­ern style restaurant’s entry into the Boston food mar­ket. The cam­paign chal­lenge was to attract area col­lege stu­dents, employ­ees, and Red Sox game atten­dees, while com­pet­ing with other nearby food chains.

Response

  • Planned Open House event to wel­come the chain to the Boston market.
  • Designed “Meal on Me” Ad cam­paign with lunchtime two-for-one deals for local employees.
  • Helped spur new media cam­paign, using the Inter­net via Face­book, MySpace, Craigslist, and word-of-mouth.
  • Cre­ated a “Dice-K Triple Play” meal, fash­ioned after Red Sox star pitcher, Daisuke Mat­suzaka— street team handed out base­ball shaped pro­mo­tion on game days.

Result
Popeyes was able to break their intended sales in the Boston area, exceed­ing expec­ta­tions on their open­ing week­end. By using an inte­grated mar­ket­ing approach, Spot­light was able to help Popeyes tar­get mul­ti­ple pop­u­la­tions at once.

Ser­vices Pro­vided
Social Media Marketing
, Event Planning and Management