Context: Few weeks after its successful launch in France, Popeyes immediately wants to appear as an icon for chicken lovers. With French consumers struggling to pronounce their name, Popeyes must impose itself smoothly, in line with its checky tone of voice.

Brief : How to build an intuitive, emotional and sensory brand awareness to become an obvious choice, without fearing competitors who have been around for decades?

3 Objectives: Anchor the brand in people's mind, feed the social conversation and inspire team members and franchisees to join us.

The campaign made the logo iconic. Besides reaching our French target, the campaign, thanks to its powerful and simple idea, went beyond the borders of France and Europe to finally reach an international audience. The brand also strengthened its image around its famous gourmet and generous Chicken. Moreover, it’s the first time that Popeyes plays with its name in such an original and creative way. By doing so, Popeyes gave consumers a great way to remember it.

French and English have a long history. For decades, the French have been struggling with English. It is even mandatory to translate every single English word into French on all advertising campaigns.

This makes it difficult for an American brand to break into the French market. So naturally, French people don't know how to pronounce the brand name Popeyes, as nobody pronounces it the same way. It is therefore necessary to associate the brand name with some meaning for consumers in order to anchor the brand name in their minds.