Nearly two years after it sparked the chicken sandwich wars, Popeyes is looking to come to peace with its competitors as it launches chicken nuggets.
The “We Come in Piece” campaign promotes the chain's chicken nuggets, which are now being sold in the U.S., Canada and Puerto Rico. The launch is Popeyes' biggest chicken product launch since the August 2019 debut of its popular sandwich. The nuggets debut during a time of industry-wide chicken shortages. However, Popeyes is not allowing that to derail its peace offering.
“We thought it was a nice way to leverage that cultural conversation that has been happening in the past two years around people debating who has the best chicken sandwich in the market. To really say goodbye to that debate and introduce and celebrate our nuggets because this time we come in 'piece' and in 8 pieces,” says Bruno Cardinali, chief marketing officer at Popeyes.
A 30-second video shows a Popeyes employee traveling to rival chains to get their nuggets. The signs are blurred out, but eagle-eyed viewers will spot that these scenes appear to occur McDonald's, Chick-fil-A and Wendy's. Text reading “The Chicken War is over” appears on the screen while celebratory music plays. The video ends with the employee walking away with numerous bags of nuggets.