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Launching a Global Brand’s First Restaurant in the North West

American fried chicken restaurant Popeyes® Louisiana Kitchen, needed to build hype around the launch of its newest site in Liverpool. The aim was to get the public, local cultural influencers, press and businesses excited about the arrival of Popeyes® and the chicken sandwich that broke the internet.

Objectives

Launch the brand in Liverpool, 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 Popeyes more than ever

What we did.

To kick off the campaign, we announced the arrival of an American fast food giant which originated from New Orleans, Louisiana in 1972 into Liverpool. The arrival of Popeyes® gained immediate media attention with coverage being secured in multiple publications including the Liverpool Echo, The Guide,  Explore Liverpool and The Business Desk.

To amplify we engaged several local cultural figures and influencers. These tastemakers were hand-delivered a seeding box containing exclusive limited-edition Popeyes® merch alongside a hot Chicken Sandwich to share with their followers via social media. To build hype across social media, we also engaged local business L1 nails to recreate the Popeyes® logo onto two team members’ nails, creating content for the Popeyes® social channels including Tik Tok and Instagram. 

Fans were desperate to see inside the venue, as a result we planned and managed the first look with Liverpool’s largest publication, the Liverpool Echo. Alongside a press lunch, an influencer launch event and photography of the launch day. 

To cement the brand’s reputation for a delicious Chicken Sandwich, we invited key local press down on the soft launch day to try a selection of delicious Popeyes® treats including Chicken Sandwiches, Biscuits and Gravy and milkshakes. 

The final element of the launch was to engage local influencers and invite them down to the friends & family soft launch where they were able to try a variety of products from the menu. Influencers and friends & family were also encouraged to take part in the Lucky Dip where participants were in with a chance of winning limited-edition merchandise, free chicken sandwiches and free milkshakes if they pulled out a golden dip.

On the day of the public launch, Liverpool set Popeyes® world records with people queuing up for a Chicken Sandwich from 10pm the night before receiving media attention in Good News Liverpool, The Guide and The Business Desk. The first person in line won the ultimate prize of free Chicken Sandwiches for a year!

“It’s been fab to work with you this year and look forward to chatting next year.”

Vicky Barber (Marketing Director)

 

“Huge thanks for the invite to Popeyes today. The food was amazing.”

Get Reviewed Liverpool (Influencer)

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Brand Activation, Influencers, Launch, Press Preview