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By Danielle Long, Acting APAC Editor

February 14, 2023 | 2 min read

Life's tough, and then there's free chicken.

That is the thinking behind a new campaign from Popeyes Singapore, which sees the launch of a Chicken Hotline. Yes, you read that right.

Popeyes Singapore has launched a toll-free number for consumers to call and vent their problems and, in return, receive a free six-piece pack of Buttermilk Chicken Nuggets.

The fried chicken specialists have launched the Chicken Hotline to promote the arrival of Buttermilk Chicken Nuggets in Singapore.

The campaign, created by creative agency Happiness Saigon, aims to bring together two of Singaporeans' favourite things – complaining about problems and eating chicken. The idea also seeks to provide a fun, light-hearted approach to consumer concerns about the uncertain economic future.

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"We know people love to vent about life's little problems. It makes you feel better," says Jazz Tonna, partner/creative director at Happiness Saigon. "With stress levels rising globally and good food being proven to reduce stress, we set up the Popeyes Chicken Hotline. Now when life gives you problems, Popeyes gives you chicken."

Consumers can call the hotline and vent about whatever is bothering them, and after the call, they will receive an sms with a code to try Popeyes' 6-piece Buttermilk Chicken Nuggets.

The US fried chicken restaurant was first launched in Singapore in 2001. In 2020 Fei Siong Group signed an exclusive franchise deal to develop and run Popeyes restaurant brands in Singapore.

Creative Works Brand Strategy Popeyes

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