Popeyes NZ’s ‘Be the first ______’ campaign via Pitchblack Partners and Hearts & Science helps restaurant chain smash global sales records
Everyone wants to be first to try the new big thing, and the new big thing is Popeyes Fried Chicken. The problem with being first however is that, by definition, there’s only one. So, when the global chain recently opened its first Australasian restaurant in Auckland, Pitchblack Partners and Hearts & Science created a campaign to give every New Zealander bragging rights, encouraging them to be the first Sam, the first Kate, or the first Sione. Or the first in their office, first in their street, or first in their social basketball team.
Through the heavily integrated approach, our ‘be the first campaign’ saw both agency partners deliver a channel agnostic approach, placing focus on influence, performance, and connections, to encourage participation and engagement. From partnerships and events, through to OOH, audio and social, Kiwis lined up in droves to be the first.
And a first it was, Popeyes well and truly smashed the global record for first-store, first-day-sales.
Tom Paine, ECD of Pitchblack Partners and Cassidy Meredith, GM of Hearts & Science, enjoyed bringing the campaign to life with the local Popeyes team.
Says Paine: “With over 4,000 restaurants in 40 markets, we’re pretty happy to have helped the local team smash record sales data. Guess this is our opportunity for a little brag.”
Says Meredith: “We had the perfect recipe for this launch too. A phenomenal brand and client, a strong agency / client relationship, and a collective desire to connect New Zealanders with the new kid on the block. We’re excited about what’s to come for Popeyes, and we’re committed to painting the country orange.”
Sharn Phillips, head of marketing, Popeyes NZ couldn’t have wished for a better result: “It was important to start right, especially coming into a local environment that is extremely competitive. The Popeyes brand comes with a lot of global hype, so my challenge to the agencies was to capture this excitement and use it to our advantage here in New Zealand. The team definitely achieved that.”
Client: Popeyes New Zealand
Head of Marketing: Sharn Phillips
Marketing Manager: Morgan Jones
E-Commerce Lead: Hannah Frost
Media: Hearts & Science
Managing Director: Rebekah Gierlinska
General Manager: Cassidy Meredith
Content Director: Felicity Hamilton
Group Business Director: Daniel Cho
Head of Investment and Activation: Amy Pountain
Group Digital Director: Sarah Vosloo
Creative: Pitchblack Partners
2 Comments
Targeting a lower socio economic area such as Takanini for the flagship store is a cynical move. Of course people are going to flock to the new store to try the next offering of deep fried obesity on a plate. The last thing Auckland/NZ needs is yet another american fast food chain.
So pat yourselves on the back as much as you want but being proud of introducing this rubbish to an already saturated market of unhealthy, poor quality food is nothing to skite about.
You sound like a guy who gets invited to zero dinner parties but if one day you do you’ll discover that people are allowed to make their own dietary decisions.