• by Todd Wasserman , April 28, 2023

Popeyes broke a new campaign themed, “We don’t make sense. We make chicken.”

In this ad, via McKinney, the brand plays on its New Orleans roots. “New Orleans don’t make a lick of sense to most people. A big city built below sea level, it throws logic out the window and beads to strangers,” says a woman standing on a New Orleans street.

She adds that Popeye’s is a fast-food restaurant selling chicken that takes 12 hours to marinate. “That makes no sense,” she says.“But it does make delicious.”

“New Orleans is our spokesperson,” said Jeff Klein, chief marketing officer of Popeyes, in a press release. “This campaign is not just about our great-tasting food – it’s about the history and traditions behind it. It’s about why it’s easy to love Popeyes.”