Influencer and creator capabilities
For Popeyes, McKinney will cover brand strategy, creative development and creative production across all channels. The marketing strategy will lean into many of McKinney’s strengths, Maglio said, including influencer and creator capabilities, which McKinney added via the acquisition last year of August United. “This really resonated with Popeyes,” Maglio said.
Popeyes is a well-loved brand whose work starting the chicken sandwich wars in 2019 demonstrated it had the ability to drive culture. But there is more work to be done, said Klein.
“We have repeatedly demonstrated Popeyes’ ability to permeate pop culture and have all the tools to build a world-class, iconic brand,” he said. “All of our marketing work needs to advance our brand narrative and be at a scale where people see it and engage with it.”
Look back: Popeyes tries to restart the chicken sandwich wars
Klein said new work from McKinney would arrive in late spring, and highlight Popeyes’ New Orleans base.
“New Orleans is in our DNA at Popeyes and we will continue to highlight our roots, heritage, delicious food and what makes us unique—our chicken—in our marketing,” Klein said. “Our first work together will pay homage to our roots in a unique and purposeful way and we’re looking forward to unveiling it this spring.”
“We want to lean into what makes the brand so special, highlighting its New Orleans roots and delicious food,” Maglio said in a press release. “This is truly an opportunity to demonstrate our prowess and live our purpose: unleashing untapped potential for brands.”