Popeyes Louisiana Kitchen is originally from New Orleans, Louisiana, which is the birthplace of jazz music. Before the pandemic, you could walk down the streets and hear live music 24 hours a day, 7 days a week. Because of that, music is part of the brand’s soul. But when lockdown happened, the world sat silent. Including New Orleans. Our brief was to do something that celebrated Popeyes’ hometown and helped people at the same time.

2020 left musicians with no places to play and no source of revenue. Being from New Orleans, the home of jazz, music has always been part of Popeyes’ soul. So to help unemployed musicians out, we turned our ads into a stage for them to play. We invited musicians to play and record our iconic 40-year-old jingle from the safety of their homes, and submit via social media. We paid them royalties to feature their recordings in our ads, which helped support them during the crises when they had nowhere else to play.

Our target audience was musicians who normally play live shows to earn their living and were impacted by the lockdown. We targeted them through digital, social media, newspaper ads, and radio.

We released the sheet music for our iconic jingle through newspaper ads, playable social media stories, and even sang the notes for musicians to learn in radio ads. Every execution concluded with a call to submit their own recording of our jingle through social media so that we could pay them royalties to feature them in Popeyes’ ads.

Jingle Re-Venues garnered +147,525,327 impressions, +$1,343,269 in earned media, and gave musicians a way to earn money when they needed it most.