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An international campaign to promote the fried chicken restaurant chain Popeyes opening in France plays with its brand name using photography.
Founded in 1972, Popeyes’ Louisiana-style chicken is now available at more than 3,000 restaurants in over 40 countries.
The chain is serving its Fried Chicken Sandwich, which set off a fast food turf war in the U.S. when it debuted in 2019, in France for the first time with a new branch at Paris Gare du Nord, which opened Feb. 1.
Created by Change, which is part of FCB, the campaign imagery portrays the reactions of fried chicken lovers when they see Popeyes’ food. Left of the wide-open eyes is the word “Pop”—get it?—in each of the three ads.
Each ad also features the statement: “It’s all in the name.”
The aim is to highlight the “Popeyes effect” on consumers, with the QSR claiming that “as customers discover the size of the chicken pieces and taste them, the reaction is always the same: Their eyes pop.”
The aim for Popeyes is to give French customers a visual way to remember its name.
The images were photographed by Ale Burset and will be distributed in print and on posters across Paris, including Gare Du Nord and the Metro subway system for a two week period.
Patrick Mercier, chief executive of Change, told Adweek: “Popeyes: popstar of tomorrow’s Europe fast-food? Popeyes’ launch in France has been very exciting, and we set out to introduce the brand to new consumers in a creative and memorable way.”
Popeyes is expecting to open several hundred more Popeyes in France over the next 10 years, most of them franchises.
