Popeye’s # ChickenWars campaign wins the 2021 Grand Effie

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More than two years ago, Popeye sent the “Y’all Good?” Tweet that set the internet on fire. Now it claims the title of Grand Effie Winner at the US Effie Awards 2021.

The “#ChickenWars” campaign by Restaurant Brands International Fast Feeders was developed from GSD & M with the support of Alison Brod Marketing and Communications. Those simple two words, unpaid on social media, put the chain’s now popular chicken sandwich in the spotlight and sparked a heated but cheerful debate between Popeyes and bigger rival Chick-fil-A. It came shortly after a more traditional campaign by Gut agency launched the sandwich. The work resulted in media worth $ 87 million, according to the Effie Awards, along with 13% revenue growth in the same store and system-wide revenue of $ 1 billion in the year after launch.

The Effie Awards honor the most effective advertising campaigns. “The Popeyes campaign rose to the top because it entered culture and community,” said Amani Duncan, president of BBH USA and co-chair of the US Grand Effie Jury 2021, in a statement. “Smart, simple, brave and brave were some of the adjectives used to describe the work.”

Umesh Sripad, Chief Digital Officer of IKEA USA and Co-Chair of the US Grand Effie Jury 2021, added that the jury unanimously decided on the top winner. “Innovation and implementation creativity have been flawless and the results speak for the skill, ingenuity and vision of the creators,” he said.

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