PLAYING CHICKEN

The party just doesn’t stop for Popeyes Chicken & Biscuits, which celebrates its 30th anniversary this year.

In four new spots for the Atlanta-based fast-food chain, Hill, Holliday, Connors, Cosmopulos revisits the pseudo-Popeyes Cajun Chicken Festival the shop devised for its last campaign.

The spots’ director, Jordan Brady, again acts as an on-camera interviewer of Popeyes-obsessed folks at the fake festival. In one spot, a couple dressed as crawfish proclaim their love for the seafood. In another, a chef calls security on a man who says Popeyes Chicken is “just chicken.”

Last year, the filming was in New Orleans, and extras just showed up. This year, the spots were shot in Los Angeles, and the cast was found through a casting call.

“We changed the focus,” said Rob Reilly, svp, group creative director and copywriter of the New York shop. “It’s more about the food, less about the festival.”

Ads introduce the logo reading, “Cajun our way,” but retain the tagline, “Love that chicken.”

Various marketing ventures for Popeyes also use the festival theme, such as mini-festivals that are being featured at new restaurant openings.

Ads broke last week on network TV stations in spot markets, including New York, L.A. and Miami.