FKM Wins Popeyes Chicken

DALLAS Popeyes Chicken & Biscuits has awarded the creative portion of its $30 million national ad account to Fogarty Klein Monroe after a review, the client said today.

The other finalists in the review were not disclosed. Independent shop Cramer-Krasselt of Chicago was the incumbent.

FKM, a Houston-based independent, has worked as a regional Popeyes shop for a year. In late 2005, the agency developed a regional push that is now slated to break nationwide later this year, the client said.

The new campaign focuses on Popeyes food, with an emphasis on what sets the brand apart, the agency said. Ads will focus on Popeyes’ roots in New Orleans and will maintain the tone used in the introduction of Popeyes Big Flava Chicken Deluxe Sandwich in October, FKM said. The restaurant chain is now based in Atlanta.

“Popeyes is a creative team’s dream—a brand with an actual difference,” said Tom Monroe, FKM principal and chief creative officer. “The campaign will star the Popeyes food, co-star the food and feature the food in all supporting roles.”

Popeyes spent $30 million on advertising in 2004 and more than $30 million through November 2005, per Nielsen Monitor-Plus.

Peter Krivkovich, CEO of Cramer-Krasselt, said in December that the agency resigned the account last year without ever making a profit. C-K added the assignment in September 2003 following a review in which Interpublic Group agencies Avrett Free Ginsberg in New York and Austin Kelly in Atlanta were finalists.

Several shops handle media duties on a market-by-market basis.

“Love that chicken from Popeyes” is the company’s tagline.

Marking its 25th anniversary in 2005, FKM reports billings of $230 million. The agency also maintains offices in Dallas and Austin, Texas.