France’s first Popeyes restaurant recently opened in Paris, to much fanfare and long lines. (They’re planning as many as 300 more in the coming years.) And now, here’s the first ad campaign—a series of OOH and print ads from the Change agency (part of FCB) that use a clever sight gag, splitting the name into Pop and Eyes, to emphasize the appeal of the food.

Award-winning photographer Ale Burset, who most recently photographed the Heinz Ketchup ads showing restaurants sneaking rogue ketchup into Heinz bottles—shot the campaign. “As soon as customers discover the size of the chicken pieces and taste them, the reaction is always the same—their eyes pop,” said press materials around the work. “This is where the name Popeyes comes into its own.”

See more imagery from the campaign below.