ATLANTA — Popeyes, a division of AFC Enterprises Inc., has kicked off a new television and radio advertising campaign featuring its first spokesperson, a fictional, no-nonsense, mad truth speaking Popeyes chef named Annie.
In the spots, created by Popeyes' creative agency-of-record GSD&M Idea City, "Annie the Chicken Queen" addresses off-camera consumers directly from behind the counter, engaging them with her friendly yet blunt style: "I know what you want. Hey, I knew what you wanted before you knew."
Annie's quips are interspersed with mouth-watering shots of Popeyes' signature Bonafide chicken and Louisiana tenders being marinated in Louisiana seasonings and hand battered.
The new ads will run in 15- and 30-second spots on national cable TV focusing on several new promotions, including an offer of two pieces of Bonafide chicken and a biscuit for just $1.99.
"We created Annie because we wanted to really capture the brand's personality — honest, vibrant, youthful and authentic," said Dick Lynch, chief marketing officer, Popeyes Louisiana Kitchen. "Everyone has a relative or a good friend who will give it to them straight, and that's what Annie is all about."