Popeyes is highlighting its Louisiana heritage for a brand repositioning in Ontario that includes a new logo, menu and marketing tag line.
The quick-service chicken chain embarked on the brand refresh last year after market research indicated it scored highly on food quality, but wasn’t recognized for the way in which the food is prepared, said Russ Sumrall, Americas, general manager of Popeyes.
“I think if you ask the average person in Toronto about Popeyes, they’re probably not going to know any of that tradition and authenticity that we put into our products,” said Sumrall.
“With the brand transformation emphasizing Louisiana-inspired home cooking, it was important to educate our Canadian consumer about the ‘Louisiana lifestyle’ and the authentic, quality way of life,” he said. Direct mail, online ads, out-of-home and radio spots developed by The BrainStorm Group in Toronto, support the brand overhaul.
The campaign introduces the new logo, which includes variations of “Popeyes Louisiana Kitchen” and tag line “Louisiana Fast,” and reminds consumers that Popeyes’ menu is based on time-honored traditions of slow-cooking techniques, said Sumrall.
For instance, one billboard uses the headline “Our chicken is an overnight success” with the explanation “Marinated for over 12 hours hand battered and always fresh,” sitting between two fleurs-de-lis, and beside a picture of juicy hand-battered chicken.
The 80 billboards have been placed in close-proximity to the restaurant locations.
Two 30-second radio spots are currently running on Flow 95.3, Edge 102.1 and Z 103.5.
Popeyes has 41 franchised restaurants in Southern Ontario, with plans to expand over the next year.
