SPEC WORK
Spec campaign developed to explore bold, culture-led storytelling throiugh entertainment, spectacle, and earned attention.
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:
Partner with WWE to turn the Chicken Wars into a literal showdown. Wrestlers disguised as everyday customers brawled over the last sandwich at a Popeyes location, igniting viral buzz. The story culminated at WWE SummerSlam, where the feud played out in the ring, with the winner taking home the championship belt and the ultimate prize: the Popeyes Chicken Sandwich. Limited-edition packaging extended the moment and fueled fan engagement.
Role:
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.
