Popeyes touts superiority over KFC with multichannel marketing campaign
Published August 27, 2010
Louisiana-based chicken brand Popeyes recently topped fast-food giant KFC in a nationwide taste test. Now, to promote its recent victory, Popeyes is planning a multichannel marketing campaign.
The initiative will go live on Monday and extend across both television and newspaper. Additionally, the fast-food chain already launched a specific microsite for the campaign.
Popeyes' multichannel marketing initiative proclaims that Louisiana is "the land of good cooking" while Kentucky, home of KFC, is "the land of horse races." According to the campaign, this regional pride enabled Popeyes to surpass KFC in the national taste test.
The brand hopes its emphasis on Louisiana pride will bolster sales in its home state. "The more Louisiana we are, the better our results," Richard Lynch, chief marketing officer at Popeyes, told the New York Times.
Earlier this year, Popeyes' competitor Chick-fil-A released a multichannel marketing campaign to promote a new sandwich. The initiative reached consumers through a mix of email and microsites, encouraging them to visit nearby locations for an exclusive taste test.