SPEC WORK
Challenge:
In 2019, Popeyes launched The Chicken Sandwich that went viral, sold out in 2 weeks and started an all-out chicken sandwich war! Create a Powerful PR idea that can make the iconic Popeyes Chicken Sandwich the center of media conversation
Solution:
To amplify Popeyes' role in the "Chicken Wars," we partnered with WWE to stage an unforgettable PR stunt. WWE wrestlers, disguised as everyday customers, engaged in an impromptu wrestling match over the last chicken sandwich at a local Popeyes, surprising and delighting onlookers. This playful nod to the "Chicken Wars" generated buzz and set the stage for an epic showdown. The campaign culminated at WWE SummerSlam, where the two wrestlers faced off in a title match, with the winner claiming both the championship belt and the ultimate prize—the Popeyes chicken sandwich. Limited-edition packaging further fueled fan excitement and brand loyalty.
Art Direction, Copywriting, Execution: Yovan Torres
Limited Release Packaging For The Chicken Sandwich
SOCIAL
Spectators of the in-store wrestling match can use Instagram Live or post a video with “#SummerSlamwich” to generate awareness of the PR Stunt. WWE will collect the best ones and use the UGC to create the walk-in content for the wrestlers during Summer Slam.
