That’s Pretty Clucked Up; 3 Challenger Share Their Secrets: Friday’s First Things First

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. Popeyes Trolled McDonald’s Chicken Sandwich Launch Site by Buying Up Every Similar URL McDonald’s "Chkn Drop" promo offered a limited release of its new crispy chicken sandwich a day early. So Popeyes, ever the troll when it comes to competing chicken sandwiches, proceeded to purchase 50 URLs with slightly different spellings than McDonald’s hard-to-spell official site, chkndrop.com. Those who fell into Popeyes’ trap got a promo code for a free chicken sandwich. Grab some popcorn (chicken) and get the details. Plus, Popeyes sets sail: The fast food chain known for instigating social media wars over chicken is now looking toward a new horizon with the introduction of a Cajun flounder sandwich. But how big of a gamble is the new offering? Adweek’s Robert Klara has an inside look at the history of the often ill-fated fish sandwich. On the Road to Challenger Brands Our virtual Challenger Brands experience kicks off Monday with incredible star power (think Nicole Richie, Chance the Rapper and Jennifer Garner, among many others) and business savvy (Mark Cuban, Dara Treseder and Everette Taylor) fueling insights into what it takes to stand out and make a difference in today’s competitive landscape. Be sure to register and join in the magic—and in the meantime, discover this wisdom from our speakers: Creating a sustainable future means more access to greener products. Samantha Howe, vp of brand marketing at Grove Collaborative, explains how the brand is changing the perception of Earth-friendly home goods.What if hair products could do more for you, while doing less to the environment? Arnaud Plas, CEO and co-founder of Prose discusses what it means to create customizable, sustainably haircare. Home cleaning pioneer iRobot invests 10% of annual profits into R&D, and CMO Kiran Smith says it's only "scratched the surface" of what's possible for consumer robotics. How B Corp Vermont Agency KSV Chooses Projects for the Planet The state of Vermont has 40 B Corp Certified companies including B Corp-certified agency KSV, which embraces the state’s environmentalism as part of its brand purpose. Adweek talked to the agency’s leaders about its certification and the way its tenets play into their overarching strategy. Plus, check out a couple of KSV’s gorgeous campaigns, which illustrate its commitment to the planet. Opinion: Brands Should Boost Social Movements for Black Audiences and Brands Since the Black Lives Matter movement reignited in 2020, hundreds of major brands have committed to improving diversity, equity and inclusion—and many have started taking public action to demonstrate that commitment. But how do Black consumers actually feel about brand activism, and how can these brands get it right? Pandora’s Claudia Oddo discusses in this poignant Voice piece. Briefly: Programmatic: The Trade Desk to Hand Control of Unified ID 2.0 to PrebidBrand Marketing: DoorDash Joins Angel City Football Club’s Purpose-Led Sponsorship ModelDEI: Lowe’s Diversifies Its Supply Chain With a Daymond John-Backed Pitch ProgramAgencies: Omnicom’s Q4 Organic Revenue Falls, but Company Projects Growth for 2021TV and Streaming: Roku Has Record Year As Covid-19 Accelerates Cord-Cutting Ad of the Day: Showtime Brings Shameless Fans Into the Gallagher Family Group Chat As Showtime airs the 11th and final season of Shameless, it’s launching a text message-based campaign that lets fans chat with the characters from the show. The campaign launched, accompanied by candy sweetheart creative elements inviting people to text 708-578-7099, which grants them access to the family group chat. Learn how it works. More of the Latest: A Strategic Business Decision: SHE Media Begins to Accept Cannabis AdsKing’s Hawaiian Rolls Out Year-Long Marketing Alliance With Guy FieriWalmart Raises Wages, But Still Falls Short of $15 Hourly MinimumNew Spatial Audio System Allows Low-Vision Tennis Fans to Better Follow Australian Open