In the Fall of 2016, Zenergy worked with Popeyes® Louisiana Kitchen to bring its superior-tasting chicken and seafood to the company's second Canadian province, Alberta, with its first store openings in both Edmonton and Calgary. Zenergy provided media relations, influencer relations and promotional services to generate brand awareness and social buzz for this new market entry.
Founded in 1972 in New Orleans, Popeyes is a leader in the New Orleans segment of the quick service food industry and is the world's second largest quick-service chicken concept based on the number of units. As of July 10, 2016, Popeyes had 2,594 operating restaurants in the United States, the District of Columbia, three territories, and 26 foreign countries.
Zenergy’s dedicated team of PR specialists played a vital role in building brand awareness and momentum for Popeyes in Alberta to deliver one of the most successful brand openings to date.
So how did we do it?
Our PR approach was multifaceted, including:
- Targeted media list building
- Teaser email, press release and media alert creation and distribution
- Media outreach
- Influencer outreach and contract negotiations
- Creative services including the development of media kits, influencer welcome boxes and gift certificates
- Radio promotions and giveaways
- Media monitoring
What were the results?
Zenergy secured combined impressions of over 28 million for the two Alberta location openings through a strategic mix of earned and paid media and beating objectives by 400%. Popeyes was featured in top media outlets including CTV Edmonton and Calgary, CBC Calgary, Edmonton Sun, Calgary Herald and more. The coverage generated increased Popeyes' brand awareness of in the new market and lead to one of the best openings for the brand in Canada and across all markets.