With the Super Bowl just a month away, Popeyes has rolled out a campaign starring former NFL star Jerry Rice with the goal of showing football fans how they can maximize wing-eating enjoyment during the big game next month.
Created by Austin-based GSD&M, the campaign consists of nine short social videos that feature Rice as he displays what the fast food chain has dubbed “wingovations,” which are essentially gimmicky inventions that are supposed to make eating wings less messy and more fun. For example, the brand’s napkin shirt prevents wing sauce stains, while its spicy & mild toothpicks “keep the flavor coming long after you’ve finished your classic Cajun wings.”
However, wing enthusiasts might be disappointed to find out that Popeyes’ “wingovatons” aren’t real products and can’t actually be purchased (unlike rival KFC, whose 3,000 bottles of fried chicken-scented sunscreen were snapped up in a matter of hours last summer). Still, wing lovers are encouraged to submit their own ideas for “wingovations” for a chance to win prizes like a $500 Popeyes gift card.
The campaign, which marks the first time Popeyes has utilized a celebrity spokesperson in its marketing efforts, will run throughout January on Facebook, Instagram and Snapchat.