Popeyes Is Starting the 2021 New Year’s Countdown in Times Square, 135 Days Early

As its chicken sandwich turns 1 year old, the chain wants to help speed a rough 2020 along

Newspaper on gray background; Shutterstock ID 656482843; Purchase Order: - Popeyes / Gut Agency
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I’m sure you don’t need reminding, but so far 2020 has been a really awful year, what with the tragedy of coronavirus, toilet paper shortages, job losses, etc.

But fast food chain Popeyes, in celebration of the first anniversary of the launch of its fried chicken sandwich, wants to remind customers: “Whatever comes our way we can always take a pause, breathe in and say, ‘At least we still have the Popeyes Chicken Sandwich.'”

The brand is kicking off a social media campaign today, marking exactly one year since it ignited the infamous 2019 social media Chicken Sandwich Wars with one simple viral quote tweet: Y’all good?”

To say good riddance to the year, Popeyes has also launched a Times Square Ball Drop (four months early) that will run from today through the end of August.

The launch was Popeyes’ most significant product innovation for 30 years, and the sandwich was greeted with so much fanfare that it sold out in two weeks. Between Aug. 17 and Sept. 1, 2019, there were 338,000 conversations abut Popeyes on Twitter, the brand said.

The new countdown stunt is reminiscent of one pulled off recently by sister chain Burger King, which decided to celebrate Christmas in July just to feel like an end was vaguely in sight for 2020. And Dunkin’ is also doing its part to hurry the year along, dropping its fall slate of flavors (including pumpkin spice) today.

CREDITS:

Client: Popeyes
Fernando Machado, global chief marketing officer
Bruno Cardinali, head of marketing Popeyes North America
Paloma Azulay, global chief marketing officer
Patricia Pieranti, communications and media lead North America
Daniela Chamorro, marketing communications manager

Agency: Gut Agency
Creative chairman / founder: Anselmo Ramos
Chief operating officer/partner: Paulo Fogaça
Chief client officer/ partner: Carmen Rodriguez
Executive creative director/ partner: Juan Javier Peña Plaza
Executive creative director/ partner: Ricardo Casal
Head of art: Guido Fusetti
Creative director: Jeffrey Hodgson
Creative director: Eliana Ferrer
Content director: Samantha Lemoine
Associate creative director: Leila Moussaoui
Senior copywriter: Frank Garcia
Senior art director: Giulia Magaldi
Senior copywriter: Sai He
Community manager: Christopher Williams
Community manager: Nefari Steele
Creative manager: Cristina Cornejo Ayala
Head of production: Renata Neumann
Senior producer: Alexandra Odriozola
Senior producer: Denisse Ramirez
Business director: Aileen Echenique
Account supervisor: Jennifer Rangel
Account supervisor: Wilmarie Velez
Director of strategy: Pablo Rosas
Cosmo Street Editorial: Production:
Editor: Lorenzo Bomicci
Assistant editor: Philip Gomez
Producer: Idalia Deshon
Executive producer/ managing partner: Yvette Cobarrubias-Sears
Flame artist: Nico Cragnolino
AE Artist: John Erdman
Mix: Studio Center
Casting director / account manager audio: Debbie Manzione
Engineers: Shippley Watson and Ryan Dorp


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@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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