The Popeyes chicken sandwich launched earlier in August 2019 but that quick tweet cooked up by GSD&M, which at the time was one of the agencies working on the Popeyes account, cemented its status as the “it” sandwich of the year (if such a status exists).
Not even Popeyes predicted its success. The chain soon ran out of the sandwich and brought it back in November. According to Popeyes, it has sold 203 million chicken sandwiches in the past year. One store in Florida holds the single-day record of selling 3,582 sandwiches on Nov. 3, the day it officially returned after the summer sellout. And Popeyes' hot streak has continued even during 2020 as the coronavirus pandemic has led to pain at other chains.
Now, Popeyes is checking in to ask, “2020 — Y’all Good?”
It is only mid-August, yet Popeyes is beginning a play on the ball drop in Times Square. A digital signage takeover hints at the typical New Year’s Eve celebration, albeit without crowds, confetti or Ryan Seacrest. The push includes a day of free delivery on Aug. 19 if ordering through the chain’s app.
The new campaign includes a video and a full-page ad in today's The New York Times. The push suggests the chicken sandwich can help soften the blows of 2020, from toilet paper shortages to school and sports shutdowns, the potential demise of TikTok, concerns about the postal service, and who knows what may come next.