Popeyes
PR
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Task
Create a powerful PR idea that can make the iconic Popeyes Chicken Sandwich the center of media and conversations.
Insight
The unveiling of Popeyes’ new chicken sandwich shook the world. Everyone wanted in on it. Lines at nearly every Popeyes location in the US formed miles long. But no one was more unprepared and underappreciated like the minimum wage Popeyes employees.
Solution
What better way for Popeyes to support and thank their employees by being the first fast-food chain to raise their wages to not just $15 but $16. But without stopping there, Popeyes will give back pay to employees that worked during the chaotic beginnings of the chicken sandwich release (July 2019-January 2020).
The Exhausted Woman
This image went viral because it perfectly depicted what Popeyes workers were going through over the sandwich.
The Big Idea
While lighthearted memes and jokes were made about the hardships Popeyes employees were going through, many people felt major empathy for them.