Brand/service
Popeyes is a globally renowned quick-service restaurant chain specializing in bold and flavorful Louisiana-inspired fried chicken. Founded in 1972 in New Orleans, Louisiana, Popeyes has garnered acclaim for its distinctive blend of Cajun-inspired spices, hand-battered chicken, and signature sides. Popeyes made its initial entry into India in 2019 with the opening of its first restaurant in the bustling city of Gurgaon, near New Delhi. The brand strategically tailored its menu to cater to Indian tastes while retaining its authentic Louisiana-inspired flavors. Understanding the importance of localization, Popeyes adapted its menu to suit the Indian palate, incorporating spices and flavors that resonated with local preferences.
Campaign Objective
The objective of Popeyes campaign was brand awareness. The brand wanted to promote its new store launch in Madurai, Mysore, Mohali, Bangalore, and Chennai as well as communicate to people about their strengthened brand positioning with a wide number of already opened and upcoming outlets in Bangalore and Chennai.
Target audience
The campaign targeted individuals aged between 16 to 35 years. It was particularly aimed at reaching students and Millennials.
Geography
The campaign was run in Chennai, Mangalore, Mysore, Mohali, Madurai and Bangalore.
Approach
Diving into the core of Popeyes’ ad campaign involves an understanding of certain important aspects that drove its design and execution. These include:
- Campaign Objective
- The Campaign’s Target Audience
- Geography covered in the Campaign
Campaign Objective:
The foremost objective of Popeyes’ Campaign was to expand its brand awareness via a new store launch in Madurai, Mysore, Mohali, Bangalore, and Chennai. The secondary objective was to communicate to people about the strengthened brand positioning with a wide number of already opened and upcoming outlets in Bangalore and Chennai. The dual aim was to mark a robust imprint in the potential customers’ minds.
The Campaign’s Target Audience:
The campaign was meticulously tailored to resonate with individuals aged between 16-35 years, encompassing both male and female demographics. This broad age bracket was targeted to ensure an inclusive appeal to a diverse spectrum of individuals- mostly students and Millennials who are more likely to eat out and have a high affinity towards fast food joints.
Geography that was covered in the Campaign:
The campaign was run in the cities of Chennai, Mangalore, Mysore, Mohali, Madurai and Bangalore. Since the locations were a few selective cities, running an outdoor campaign would have avoided high spillage as well as resulted in providing a high impact.
Analyzing the above-mentioned information emphasizes the brand’s essential requirements that shaped the campaign. Hence, the media chosen for this campaign were: Outdoor, Influencer, and Cinema.
Solution/Media used
Despite being a relatively new player in the Indian market, Popeyes aimed to capitalize on the country’s burgeoning fast-food industry and the growing demand for international quick-service restaurants. The brand is focused on expanding its footprint in key metropolitan areas, targeting urban centers where there is a high concentration of potential customers seeking diverse dining experiences. Hence, the campaign’s objective was to create an impact and recall value via advertising across the outlet location.
The campaign’s solution was devised to ensure a broad reach and high impact among the target audience and was hence deployed across various strategic outdoor locations. Outdoor media was specifically chosen to ensure a high impact. Both the outdoor and cinema campaigns were run in all the above-mentioned cities.
Influencer and cinema campaigns were also chosen to ensure a pervasive impact, catering to the diverse media consumption habits of the target audience- students and Millennials, who actively use social media (hence an influencer campaign) and are more likely to watch movies in movie theaters than any other demographics (hence a cinema campaign). The influencer campaign on Instagram was carried out to target the digitally savvy audience by leveraging the power of social media to further amplify the campaign’s message.
This approach was calibrated to drive a dual outcome – engraving a strong brand awareness and recall, thereby fulfilling the marketing and business objectives envisaged at the outset of this campaign.
Influencer Campaigns :
Outdoor Campaigns ( Execution Image) :
Results-
The comprehensive approach led to heightened brand awareness as reflected by a spike in organic searches and an increase in footfall and store sales, achieving the primary objectives of the campaign. The extensive reach across different mediums and geographic-centric strategy contributed to the overall success of Popeyes’ ad campaign.
