Client: Popeyes Louisiana Kitchen
Agency: 500 Degrees
CCO: Michael Piekarski
Creative Director: Luis Ferrero
Associate Creative Director: Emily Murray
Art Director: Rachel Winner
Copywriter: Thomas Barry
SITUATION
Popeyes had successfully launched a new visual identity and soon after, started to cook up something else in their kitchen: A rewards program. Popeyes looked to us to develop messaging and visual strategy that not only leaned into the new Popeyes branding but also communicated clearly in digital, OOH, and on-premise touch points that the rewards program is only available via the the app or online, making collecting points a digital experience only. Our challenge was to introduce, educate and to say to on-premise guests “Hey, we have a rewards program! Oh, and that food you’re about to order, won’t get you points because it wasn’t ordered online or through our app:).” but in a nicer, more congenial way.
STRATEGY
When considering guest mindsets and each phase of the path-to-purchase (digital and on-premise), we paired concise, punchy copy with graphics exuding joie de vivre to position Popeyes Rewards as something that is so good that it is exclusive to the app. We determined that attraction-like merchandising should introduce the program, those aimed at influencing the order plan should drive app download, transaction-centric collateral should eliminate any guesswork, and those meant to engage guests should drive app/online ordering and the collection of points.