The campaign, created by GSD&M, with contributing agency Alison Brod Marketing + Communications
Popeyes' "#ChickenWars" Wins the Grand Effie at the 2021 U.S. Effie Awards
05 de octubre de 2021
Restaurant Brands International's Popeyes Louisiana Kitchen won the Grand Effie at the Ideas That Work: 2021 Effie US Summit & Awards Celebration for its "#ChickenWars" effort.
The campaign, created by GSD&M, with contributing agency Alison Brod Marketing + Communications, introduced Popeyes' chicken sandwich with a social media effort that ignited when Popeyes sent a tweet to Chick-fil-A asking, "...y'all good?" The tweet started an online debate between the fast-food chains and their fans, leading to such popular demand for the new sandwich that Popeyes sold out. The unpaid tweets earned Popeyes $87 million worth of media and lead to 13% same-store sales growth and an additional $1 billion in system-wide sales for the year.
"The Effie Awards are truly unique as we are judging work based on effectiveness and the Grand Effie-winning work sets the tone and tenor for work we would like to see more of in the future," said Amani Duncan, President of BBH USA and 2021 US Grand Effie Jury Co-Chair. "Popeyes' campaign rose to the top because of how effectively it resonated in culture and community. Smart, simple, bold and brave were some of the adjectives used to describe the work. One juror said, 'it takes an authentic commitment to make a lasting impact with a community.' And we felt Popeyes did exactly that."
"The Grand Effie represents exceptional, exclusive, and effective marketing strategies and executions in the United States. During judging, we witnessed several amazing ideas that delivered great results," added Umesh Sripad, Chief Digital Officer, IKEA USA, and 2021 US Grand Effie Jury Co-Chair. "The selection of the Grand Effie winner was undivided – innovation and execution creativity were unblemished, and the results speak for the skill, ingenuity, and vision of the creators."