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By Audrey Kemp | Junior Reporter

July 19, 2022 | 3 min read

As of today, Popeyes has reintroduced the ‘IDK meal’ (I Don’t Know Meal) to help solve the age-old question: 'What should we eat?' This time around, the fried chicken chain has enlisted TikTok couples to help spread the word.

According to the New York Post, couples spend over 132 hours every year deciding on what to eat. Fried chicken fast food chain Popeyes aims to trim down that time with the launch of “The IDK Meal,” the first meal designed for people who don’t know what to order.

The IDK Meal, which includes the choice between iced or frozen classic lemonade or strawberry lemonade along with a classic or a spicy Popeyes Chicken Sandwich – was first introduced and available for a limited time last June. “This new meal was a fun one to test, we tried various pairings and this one really has it all – the cool, refreshing taste of sweet lemonade paired with our renowned sandwich, known for its incredible crunch and savory flavor,” Amy Alarcon, vice president of culinary innovation at Popeyes told The Drum. “We always strive for culinary excellence, and I think our guests will enjoy this combination we’ve cooked up for them.”

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To raise awareness about the promotion, Popeyes has partnered with content creator couples Destorm & Liane, Aaron & Pia, and Kristy & Desmond, who will share the launch of the promotion with their followers on Tik Tok. Popeyes is also promoting the IDK Meal on TV with Destorm and Liane who created a unique music video spot reminiscent of a TikTok post. The campaign, done in partnership with Miami-based indie ad agency GUT and Los Angeles-based communications agency PHD Media, marks the first time any quick service restaurant brings this type of TikTok-Gen Z language to linear TV.

“One of the things we love about this campaign is that it taps into a common shared experience: mealtime indecision,” Popeyes US’ VP of brand marketing Alexandre Antonello adds. “Everyone has experienced an ‘I don’t know what I want to eat’ moment, and our hope is to solve that for all of our fans, whether they come to our restaurants once a week or once a year.”

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