“I’ve really enjoyed working with Scoop, the whole team are so friendly, approachable and knowledgeable. Nothing seems to be too much trouble. the team have helped us with every request we have had all while showing extreme patience. We have been very happy with our relationship across all facets including local press, national press and organising events. Overall a very positive experience with a cool bunch of people.”
Generating Hype & 16 Hour Queues at Popeyes® Newest Venue in Manchester
- Client: Popeyes® UK
- Communications, Influencers, Launch Campaign
- Date:
American fried chicken restaurant, Popeyes® UK, brought in Scoop to build hype ahead of its newest restaurant launch in Manchester and create a sense of FOMO for local people.
Objectives
Launch Popeyes® UK first restaurant in Manchester, 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® UK more than ever
What we did.
The Manchester launch was huge news not only as a major city target for Popeyes® UK, but everyone was super hyped for the brand’s arrival – including media and foodie content creators.
To maximise visibility for the brand, we recommended and collaborated with Manchester-based foodie content creator Only Scrans. Through strong relationships, and having the perfect content fit for their followers, we also negotiated impactful organic assets with local media title Manchester Finest centred around the collaboration. Only Scran’s national reach enabled us to get the word out beyond Manchester and via partnering with Manchester’s Finest, this helped us to amplify the foodie-filled content to wider audiences across Manchester.
The video showcased Only Scrans making his own Chicken Sandwich, trying the iconic menu and receiving his exclusive Orange Card which grants him free Popeyes® UK for a year. In turn this produced some of Popeyes® UK best performing content due to the amplification from Manchester’s Finest, with the Only Scrans Instagram reel reaching 1.3m views and 25.2k likes.
As part of launch activity, we invited local press to a media preview with all titles eager to be the first to view the venue including Manchester’s Finest, Eat MCR and Manchester Evening News. Each media title had a dedicated slot which enabled them to speak to the leadership team, get involved in making their own Chicken Sandwich and try the mouth-watering menu. As a result, we saw over 20 pieces of social coverage go live, generating over 1.2M views collectively.
Next, we invited local foodie and lifestyle influencers into the venue to try the Popeyes® ‘shatter crunch’ for themselves, which generated 60+ pieces of coverage. To level up the soft launch, we also brought Popeyes® UK’s popular online ‘Winner Winner Chicken Spinner’ to life with a bespoke IRL wheel where guests could spin for the chance to win top prizes including ‘Free Chicken Sandwiches for a Year’. This helped us to engage those attending the soft launch and build excitement for launch day.
The hype generated via the Only Scrans partnership, and from the media & influencers previews, saw people start queuing from 6:30pm the night before – over 16 hours before doors officially opened. Key media returned for launch day to interview the first in the queue and experience the spirit of New Orleans through a brass band – The Brass Funkeys, Mardi Gras dancers and free Chicken Sandwiches!
As a result of the campaign, queues continued to form right throughout launch week and beyond.
“Thanks so much for this week Scoop team! Great opening this morning, and so much press and influencer coverage” – Georgie Ross, Senior Marketing Manager
What our clients say
John Gillespie, Phenix Salon Suites
“Scoop and the team really took on board what our aim was and worked with us throughout the period to deliver excellent results. Communication and updates were made very easy and we honestly felt It was well worth it! We have already recommended scoop PR to other business owners.”
Shaza Ul-Hassan, Frurt
“Pippa and her amazing team at Scoop helped us to connect with some great networks and partnerships in the Manchester and Cheshire area. The team always goes the extra mile to support on any project or task needed and have been a pleasure to work with helping us deliver some great quality press and influencer content during our peak booking months.”
Annie Ramrachia, Secret Spa
“I would highly recommend Pippa the team, they were a pleasure to work alongside and really impacted our marketing direction. The initial workshop created by the team was a fantastic way to gather the data around who we are as a business and where our strengths lie. Pippa and the team have their finger on the pulse with current marketing trends and I would highly recommend their services if you’re looking to expand your brand to new audiences, yet keep your current customers engaged in your product.”
Acacia Cairns, Partington’s Holiday Parks
“Pippa and her team originally worked with us to deliver the PR for the launch of our Manchester restaurant, but we’ve since expanded their remit to lead the PR & marketing for all of our venues nationally. The team really get stuck in, are a pleasure to work with, reliable and deliver incredible results across the board.”
Paul Goodale, PizzaLuxe
“Thanks so much for this week Scoop team! Great opening this morning, and so much press and influencer coverage” – Georgie Ross, Senior Marketing Manager
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