Popeyes announces UK arrival with OOH and social campaign

David Murphy

US fast-food chain Popeyes has launched an out of home (OOH) and social campaign to celebrate its arrival in the UK. Popeyes opened its inaugural London restaurant in Westfield Stratford City on Saturday, 20 November. Visitors were treated to an eye-catching OOH campaign in and around the East London shopping centre, announcing its arrival. 

The creative referenced the viral Twitter battle between Popeyes and another fast-food chain, which resulted in a three-month supply of the famous sandwich selling out just 14 days after its nationwide debut in the US. The campaign, created by Wavemaker, will also run across social media channels including Facebook, Instagram and Tik Tok.

The campaign follows a series of partnerships to launch the UK restaurant, including a collaboration with Grammy Award-winning musician, entrepreneur and Popeyes franchise owner, Megan Thee Stallion to develop a Hot Sauce which, as well as joining the extensive UK sauce portfolio will be used in a variation of Popeye’s Chicken Sandwich in the Westfield Stratford Store. 

“Previously, our Chicken Sandwich caused a viral sensation in the USA, and our vision for our UK launch is just as ambitious,” said Popeyes UK Marketing Director, Vicky Barber. “To experience the same success and hype we’ve partnered with some of the best and boldest agencies. We are pleased to welcome Wavemaker on board to support our entry into the UK market. We’re looking forward to unveiling our next sites in due course, and revealing more about our expansion into new UK towns and cities in 2022 and beyond.”