ATLANTA — Popeyes, a division of AFC Enterprises Inc., has announced it is embarking on a brand transformation that emphasizes its almost four decades of Louisiana-inspired home cooking. The initiative includes a more contemporary logo, new brand advertising and tagline and distinctive new products.
Starting in late August, Popeyes will debut its new "Big Deals" menu platform at a price point that fits the current cost-conscious environment.
Popeyes also is introducing three menu items as signature products for $1.49 each. The items include:
- Loaded Chicken Wrap: Featuring a crispy all-white meat chicken breast tender and Popeyes' famous red beans and rice folded into a warm cheddar tortilla — with a side of Louisiana brand hot sauce.
- Delta Mini: Featuring a crispy all-white meat chicken breast tender marinated in Louisiana seasonings on a mini toasted bun, topped with Popeyes spicy Delta cream sauce.
- Chicken Biscuit: Featuring a crispy all-white meat chicken breast tender marinated in Louisiana seasonings and a warm buttermilk biscuit. The biscuit is served with a choice of Louisiana brand hot sauce or honey.
To promote the new products and the Popeyes "Louisiana Fast" positioning, the company is kicking off a new creative ad campaign Aug. 25, 2008. The campaign, the first from GSD&M Idea City, Popeyes' new creative agency-of-record, introduces a young fictional chef, "Ed," who sits down with unsuspecting diners and shares matter-of-fact insights about their food choices and all the work that is behind Popeyes products.
