Popeyes was growing fast, opening nearly 50 stores in 2025, taking its total to more than 100. But in a category where chicken brands quickly blur into one, awareness and footprint alone were not enough. Consideration was flat, and unless we clearly defined what made Popeyes different, it risked becoming just another American chicken shop.
The campaign broke in Q2 2026, so we are anxiously waiting on KPIs.
Setting a bright new standard for chicken
ASSETS CREATE FOR
THE LAUNCH CAMPAIGN
LOCATIONS IN THE
UK SINCE 2021
DELICIOUS CALORIES CONSUMED
DURING PRODUCTION
Challenge
Popeyes was growing fast, opening nearly 50 stores in 2025, taking its total to more than 100. But in a category where chicken brands quickly blur into one, awareness and footprint alone were not enough. Consideration was flat, and unless we clearly defined what made Popeyes different, it risked becoming just another American chicken shop.
INSIGHT
The UK is littered with chicken shops offering soggy fries, bland chicken, greasy takeaway boxes, transactional and stark experiences.
IDEA >
SEE THE LIGHT
See the Light dramatises the moment of realisation that there is a better way to do chicken. A bold, simple platform built on contrast. From dull to vibrant. From greasy to crafted. From transactional to full of energy and warmth.
CULTURAL
ADVANTAGE
The advantage came from using familiar codes from popular culture to dramatise the brand difference. The glowing box tapped into a cinematic language of revelation and desire, while the track built energy through the repeated use of the word “chicken”, making it instantly catchy and infectious. Together, these elements turned Popeyes into a bright, vibrant cultural signal in a sea of interchangeable chicken shops.
