Dive Brief:
- Popeyes has appointed Anomaly as its creative agency of record in the U.S., part of a larger overhaul of the struggling fast-food chain’s agency roster, according to an announcement shared with Marketing Dive.
- The brand selected Anomaly due to the Stagwell shop’s reputation for “audacious, resonant work” and expertise in food and beverage, the announcement said. The larger shakeup was informed by a desire to improve execution and deliver more consistent messaging around value.
- Popeyes has also named LaForce as its lead U.S. communications agency, Angry Butterfly as its creative AOR in Canada and Massive Rocket as its data and CRM partner. The changes follow Popeyes experiencing its worst financial quarter in years.
Dive Insight:
Popeyes is adjusting its agency roster as it looks to combat a sales slump and better connect with consumers who are seeking greater value from a fast-food category that has become increasingly pricey due to inflation.
The news marks a win for Anomaly, which will lead creative strategy across all U.S. channels for the “Louisiana Fast” marketer. The Stagwell agency takes over for McKinney, which held the account since 2023. Anomaly works with other QSRs, including Buffalo Wild Wings, and its track record in food and beverage helped secure the Popeyes work.
Popeyes is also enlisting Massive Rocket to enhance its CRM and loyalty capabilities through artificial intelligence and first-party data, the announcement said. In addition, LaForce will drive an earned media strategy that aims to amplify Popeyes’ cultural relevance and culinary credibility. The agency search process was handled by Jeffries Consulting in the U.S. and Graphic Content Consulting in Canada.
Around the turn of the decade, Popeyes was an industry trendsetter, playing an instrumental role in sparking the chicken sandwich wars that echo into today. Its fortunes have changed of late amid stiffer competition in fried chicken and macro headwinds broadly affecting QSRs. U.S. comparable sales, an important measure of restaurant health, declined 6.5% in Q1 while system-wide sales dipped 3.9% for the three-month period ended March 31.
Executives at parent Restaurant Brands International have outlined three directives to support a turnaround at Popeyes: improving in-restaurant execution and service, focusing more on core menu offerings, including chicken tenders and sandwiches, and communicating a consistent message around affordability. Those mandates guided the selection of the brand’s new agency partners, which will also seek to emphasize Popeyes’ Cajun and Creole culinary roots.
“Popeyes is built on bold Louisiana flavor and a deep connection to our guests. These partners were chosen to help us do what we do best, better: bringing our food quality and brand character to life consistently for every guest, every visit,” Popeyes U.S. and Canada CMO Matt Rubin said in a statement.
Rubin, an RBI veteran of over a decade, stepped into the top marketer position at the start of the year following a stint as Popeyes’ chief digital officer.
