Everyone wants to be first to try the new big thing, and according to Pitchblack and Hearts & Science, the new big thing is Popeyes Fried Chicken. The problem with being first however is that, by definition, there’s only one.
So, when the global chain recently opened their first Australasian restaurant in Auckland, Pitchblack and Hearts & Science created a campaign to give every New Zealander bragging rights, encouraging them to be the first Kate, or the first Sione, or the first in their office, or first in their street to try Popeyes Fried Chicken.
The ‘be the first’ campaign saw both agency partners deliver a channel agnostic approach, placing focus on influence, performance, and connections, to encourage participation and engagement. From partnerships and events, through to OOH, audio and social, Kiwis lined up in droves to be the first.
And a first it was, as Popeyes smashed the global record for first-store, first-day-sales.
Tom Paine, ECD of Pitchblack Partners, and Cassidy Meredith, GM of Hearts & Science, enjoyed bringing the campaign to life with the local Popeyes team.
“With over 4,000 restaurants in 40 markets, we’re pretty happy to have helped the local team smash record sales data. Guess this is our opportunity for a little brag,” says Paine.
“We had the perfect recipe for this launch too. A phenomenal brand and client, a strong agency / client relationship, and a collective desire to connect New Zealanders with the new kid on the block. We’re excited about what’s to come for Popeyes, and we’re committed to painting the country orange,” adds Meredith.
Sharn Phillips, Head of Marketing, Popeyes NZ couldn’t have wished for a better result.
“It was important to start right, especially coming into a local environment that is extremely competitive. The Popeyes brand comes with a lot of global hype, so my challenge to the agencies was to capture this excitement and use it to our advantage here in New Zealand. The team definitely achieved that.”
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