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A Winning Brand Experience for the Launch of Popeyes® Meadowhall

American fried chicken restaurant Popeyes® was launching its newest restaurant in Meadowhall Shopping Centre. Scoop was brought in to build hype ahead of the launch and host a mega shopping centre activation to drive footfall on launch day.

Objectives

  • Launch Popeyes® third restaurant in Yorkshire, growing the fam by driving anticipation and FOMO using local media and influencers
  • Cement the brand in the city using our network of local businesses and partners & get people to want to try Popeyes® more than ever
  • Build hype on launch day with a mega activation to drive people into the restaurant and get people excited about Popeyes®

What we did.

As Popeyes® looked to welcome its third venue into Yorkshire, we kicked off the campaign with comms announcing the new venue and what fans could expect from the new venue. With the new Meadowhall location in Sheffield not being a new area for the brand, the focus was on building loyal fans and creating an unforgettable moment to celebrate the restaurant launch.

We recommended an immersive and physical brand experience – a first for the Popeyes® brand – that would capitalise on the high footfall and truly cement the brand within the centre. We knew we needed to instantly capture attention and tap into the loyal fans who lived in the area – especially as we couldn’t get any media or creators into the store pre-launch as it wasn’t ready, and made launch day so vital. 

As part of our campaign we designed, planned and managed an interactive brand activation in the shopping centre, working with the on-site team to ensure everything came together seamlessly. The activation space showcased a fully branded set-up, offering multiple touch points for visitors. This included face painting, a photobooth and an IRL version of Popeyes® popular online game ‘Winner Winner Chicken Spinner’ to drive passersby directly to the newly launched store to claim their prize. The top prize of ‘free Chicken Sandwiches for a year’ generated queues and also secured media’s attention to spread the word wider in South Yorkshire.

Throughout launch day we saw over 1.1K people visit the activation space, 1K+ spins on the Winner Winner Chicken Spinner and a spike in followers on social media for @popeyesuk.  

We also built hype via ongoing media activity, first revealing the upcoming arrival of Popeyes® third venue in Yorkshire and inviting local media titles for a first taste of the launch day action. Key media titles, Sheffield Star and Yorkshire Live, visited the venue on the day, with an estimated reach of 4.82M for the launch day coverage.

One new person engaging with the brand every 30 seconds

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