• by Teresa Buyikian , 5 hours ago

Popeyes' latest marketing effort breathes new life into its long-standing tagline and jingle for a new brand campaign.

“Love that chicken from Popeyes,” the brand’s ongoing tagline since its introduction in 1980, serves as the inspiration for its “That Chicken from Popeyes,” latest brand campaign.

The effort is meant to “remind America what sets the brand apart: it's not just chicken, it's that chicken, from Popeyes,” according to the brand.

The hero ad, seen here, features a behind-the-scene look at Popeyes' Louisiana kitchen operations, including prepping its hand-battered chicken in its proprietary spice blend, and customers enjoying that resulting fried chicken with friends and family.

A voiceover says “Sure, there's chicken. Then there's that chicken. The kind you can smell before you see it. That's marinated till the flavors forget their manners with a bite that summons a full-throated reaction. And a crunch loud enough to turn heads.” The spot closes promoting the return of the brand’s $6 Big Box meal deal while a New Orleans brass band plays the “Love that chicken from Popeyes” jingle in the background.

“Popeyes has always been rooted in the traditions of a real Louisiana kitchen, where bold flavor, quality ingredients and generous portions come together in every meal,” said Matt Rubin, CMO of Popeyes in a release. “This campaign celebrates everything that has made Popeyes and our chicken iconic for decades while introducing a bold new creative platform that reminds guests we are, and always will be, that chicken from Popeyes. 

Created with Anomaly, the campaign is rolling out nationally now across TV, CTV, social and digital.

The $6 Big Box meal, which the brand has offered periodically in differing variations as an LTO over the past several years, now includes chicken, two homestyle sides and a biscuit.