Popeyes
Attack!
We were charged with introducing Buffalo Nuggets for Popeyes Chicken. As you'll see, we had a lot of fun with this, pressure and all. Take a look and notice the nimbleness. Notice the strategy. And most importantly, notice the results.
Success
Our Buffalo Nuggets strategy? Food with 'tude. We had to differentiate Popeyes as being the QSR that delivers flavor and quality beyond the bone-in-chicken. We did that by extending the traditional media mix. Oh, and we had to do it in a three-week window with a limited media budget.
So what do you do? We decided to attack the category. Literally.
Transform
We created the "Buffalo Attacks on the Rise" campaign. We pulled various channels together to create awareness that Buffaloes were attacking unsuspecting consumers.
Engage
There were fictional newspaper articles that were posted on MySpace blogs and bag stuffers describing the "buffalo attacks." Two videos were produced featuring these attacks caught on tape and were posted on YouTube. Every touch had the voice and attitude.
Success
So, what did all of this do in the marketplace? Well, the YouTube episodes got over 40,000 views in less than three-weeks. And Popeyes realized a 3% comp sales lift from the entire campaign. Success when you integrate the channels. We like when that happens.
