Popeyes: advert-body-2 by GSD&M

Popeyes is launching a new, first-of-its-kind experiential campaign – a 12-hour long drive-thru. Highlighting the brand’s culinary expertise by drawing attention to its 12-hour chicken marination process, Popeyes is challenging true fried chicken aficionados to enter a 12-hour challenge for a chance to win 12 months of free fried chicken.

Starting in Fort Stockton, Texas, those who embark on the journey can place their order at a standalone menu board and pick up their food 12 hours later at the flagship Popeyes store location on Canal Street in New Orleans for free. The campaign, created by Popeye’s Agency of Record GSD&M, will kick off with a short film and microsite highlighting what customers can expect on their spontaneous journey. The spot will be accompanied by additional videos, gifs, and other social elements that will be showcased on Popeye’s’ social channels once the 12-hour challenge kicks off, showing off the fun nature of the road trip and emphasizing how it brings people together.

As one of the only QSR brands to still employ its own team of onsite professional chefs who are constantly working to innovate their recipes, the campaign is part of the brand’s ongoing efforts to shake people out of their go-to restaurants and bring more unique Louisiana flavor into their lives. The campaign will run from October 23 to November 11 encouraging fans to sign up, and the drive-thru will officially open on November 9.