Our brief include four objectives:

1 — Awareness. We wanted to build hype around Popeyes Chicken Sandwich and make it wildly famous. Popeyes wanted to generate five billion earned impressions in 2019 and hoped this would contribute significantly.

2 — Change perception/behavior. We wanted to increase new customers beyond our older (Boomer) core fans who comprised 42% of customers but only ate Popeyes as an occasional treat. We targeted two younger growth audiences (fast-food-loving families and trend-following suburbanites) and put emphasis on Black Twitter. Black Twitter overlapped and connected both our core and fast-food-loving families and often started trends suburbanites followed. So if we appealed to Black Twitter, everything else would fall into place.

3 — Spur trial with a goal of 75 units sold per day (average), per restaurant.

4 — Finally, increase Same Store Sales by 5% and add $265 million in system-wide sales.