Popeyes’ NOLA Strong Merchandise Gives Back to Its Hometown

All proceeds will go to food banks in the Big Easy

popeyes nola strong meal deal
Popeyes' NOLA Strong initiative will go to families affected by Covid-19. Popeyes Louisiana Kitchen
Headshot of MĂłnica Marie Zorrilla

Though the headquarters of Popeyes Louisiana Chicken are in Miami, its hot buttery biscuit-shaped heart is still with the New Orleans community, where the fried chicken chain was founded in 1972.

To give back to its hometown during this time of crisis, Popeyes is launching the NOLA Strong promotion today. Available nationwide, fried chicken fans can get a family-size NOLA Strong Meal and branded swag, with all proceeds directly supporting New Orleans families who have been affected by Covid-19.

The NOLA Strong Meal, with a starting price of $28, comes with 12 pieces of Popeyes fried chicken, two classic sides, six biscuits, and a NOLA Strong T-shirt and hat. The offer is available now through the Popeyes app while supplies last. Fans can purchase other limited-edition NOLA Strong swag at the campaign’s site.

To announce the promotion, Popeyes released a short film narrated by Big Easy native and The Wire actor Wendell Pierce that celebrates the values and characteristics unique to the resilient people of New Orleans.

Proceeds from the NOLA Strong Meal will benefit the Second Harvest Food Bank, with Popeyes making a separate donation to another New Orleans organization, Feed the Front Line NOLA. Bruno Cardinali, head of marketing for North America at Popeyes, wrote in a statement that he is “so appreciative of the amazing work that these local organizations have already done, and we will continue to support the NOLA Strong movement.”

“Although we can’t physically be together,” Cardinali added, “the spirit of New Orleans unites us all.”

Through the NOLA Strong promotion, the brand is hoping to raise enough funds to serve over 1 million meals to families in need.

This Covid-19 relief initiative isn’t the first taken by the brand to help the communities it serves through this difficult time. The chicken sandwich connoisseurs also gave out a Netflix username and password to 1,000 lucky customers to go with their delivery orders, and partnered with the No Kid Hungry nonprofit to help feed children across the country. (To contribute to that cause, guests can add a $1 donation to their contactless delivery orders when checking out on the Popeyes app, and the brand will match the donation.)

In addition, Popeyes—along with the two other chains under the Restaurant Brands International company, Burger King and Tim Hortons—has ensured that its employees get 14 paid days of sick leave if they are diagnosed with the coronavirus, and advanced roughly $70 million in cash payments to restaurant owners and deferred rent payments.

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@monicroqueta monica.zorrilla@adweek.com MĂłnica is a breaking news reporter at Adweek.