The Hero Sunday Needed
Popeyes
Get Gen Z flavor cravers to choose the Popeyes Chicken Sandwich by creating cultural relevance among this generation.
The Ask
Gen Z suffers from the Sunday Scaries, and tends to use humor as a coping mechanism.
The Insight
Position Popeyes as the brand that saves Sunday in a way that speaks to Gen Z’s humor.
The Idea
Role: Creative Director of Art Direction
Credits: Asha Shah (Creative Director of Copy)
Popeyes adopted our work and took on the Sunday Scaries!
Popeyes’ team would use social listening to comment on UGC about the Sunday Scaries, sharing laughs and discount codes in DMs.
Influencers would receive exclusive Popeyes merch to make their Sunday rot more stylish.
Video and print ads would tell the story of how the chicken sandwich saves Gen Z from whatever Sunday Scaries they’re facing.
Strategic partnerships with Tide Cleaners and Chegg, along with the launch of ‘Scary Hour’, would continuously prove the Popeyes chicken sandwich to be the hero of Gen Z’s Sunday.
Authentic content would flood TikTok with the humor and trends that Gen Z loves, shares, and actively participates in.