You highlight the key differentiating benefit with innovative creative that reaches the demographic at their key passion points.
Popeye’s chicken was actually prepared fresh. Not frozen. This was the message we needed to deliver to our target at their personal media channels (online, wild posting, mobile, video games). We knew interaction with the brand would help drive home Popeye’s ‘Fresh Over Frozen’ message.
Wild Postings/Mobile Coupons
Popeye’s competition all used frozen chicken. We thought this was a crime to the taste of chicken. So, we created a series of ‘WANTED’ wild postings. On each WANTED poster, we had an 800 number users could call for a mobile coupon.
Fresh Over Frozen Battle Royale - Downloadable video game
By using the ‘arrow buttons’ on their computer or cell, users could literally knock out Popeye’s competition. It featured three rounds of Fresh vs. Frozen fury. Popeye’s versus Colonel Sanders, Ronald McDonald, and The Burger King.