All Is Fair in The Chicken Wars
Why did the chicken cross the road?
That punchline is still up for debate. But if you're like the millions of people flocking to Popeyes in the last four months, you probably crossed the road to get your hands on a Spicy Chicken Sandwich.
Since its debut in early August, Popeyes' chicken sandwich has taken the United States by storm, leading to a complete sell-out just two weeks after its initial release. Additionally, lines at stores wrapped around the block and riots made this meal, not just a savory treat, but also a pop-culture symbol and viral trend across social and traditional media.
Social Currency
Do you know about social currency? It’s evident that, at their core, humans are social beings, and the need to belong is a fundamental theory in psychology. In regard to social media, people usually share content to show that they identify with a particular group and over time, these posts garner recognition from others. Ultimately, social media nurtures that core need within every person to live a valuable and interactive lifestyle.
So, as a few people started to bust down the doors of their neighborhood Popeyes restaurant and started to make noise on social media, others were left wondering if they should also join in.
Pop Culture Triggers
Are you feeling #triggered? Chick-fil-A might be. Just two weeks after the launch, the Popeyes chicken sandwich sold out of inventory nationwide. However, when the menu item did return, it made an iconic comeback on Sunday, November 3. This date is important for two reasons.
First and foremost: the significance of Sunday. Ask any fried chicken lover, and they will lament that Chick-fil-A is closed on Sundays. To further spice things up, November 3 is also National Sandwich Day.
The decision to bring the sandwich back on Sunday was an intentional jab at Chick-fil-A and also served as a new reminder that Popeyes is open on this day. In fact, Popeyes even released a video teasing the return of the sandwich, revealing a highway advertisement poking fun at Chick-fill-A.
Brand Recognition
On a recent episode of Family Feud, a contestant lost $10,000 for incorrectly answering that chicken was "Popeye's" favorite food. Unfortunately for her, the question was about everyone's favorite cartoon sailor-- not the beloved chicken brand. While hilarious to watch, this also demonstrates the importance of brand recognition.
Even in Canada, where Popeyes does not yet have a strong presence, people are still in-tune with the noise the brand has stirred. Popeyes' ability to break into a significant platform like Family Feud, one of the most popular game shows, not only generated millions of video views but also produced countless dollars in free advertising both stateside and abroad.
Us vs. Them
Fried chicken filet, pickles, mayo, and a brioche bun. Sounds familiar, right? That's because America's other favorite restaurant features an identical sandwich.
But not on Sunday.
Despite popular opinion, Chick-fil-A did not invent the chicken sandwich. Still, the growth of Popeyes quickly created an "us vs. them" debate that many on social media had to comment on. The controversy ruffled feathers, which meant that every food blogger/vlogger and influencer was dying to sink their teeth into the sandwich to capitalize on an argument their audience was already actively engaging in.
Winner, Winner, Chicken Dinner
In the end, Popeyes shows us that all is fair in the fast-food war. But regardless of whether you are trying to sell poultry, the Great Chicken Sandwich War case study is an iconic, modern reference to virality in a digital world. And by combining these four practices, you, too, can build a campaign potentially poised to break through any crowded marketplace.
Interested in finding out whether your brand has what it takes to go viral? Connect with us to asses your social media and media outreach goals at: aboutsage.com/connect.
Jennifer Daniel is a marketing account executive at Sage Communications.
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