Popeyes Chicken Wars | BYOB

Last fall, after selling out of its beloved Chicken Sandwich, Popeyes kept the conversation going and earned their highest “Word-of-Mouth score” ever with its BYOB (Bring Your Own Bun) Video.

On August 12, Popeyes launched their first Chicken Sandwich. Buzz was okay.

But then a week later, Chick-fil-A tweeted, “Bun + Chicken + Pickles = all the ❤️ for the original.”

We quickly responded with a perfectly on-brand “…y’all good?”

The sandwich went from getting about 4,000 tweets a day to 140,000 (Crimson Hexagon + Brandwatch).

Black Twitter made memes, celebrities posted without getting paid, talk show hosts joked and lines wrapped around the block.

Sandwich sales were 16 times more than projected (Forbes), which caused Popeyes to sell its entire 10-week supply in eight days.

We knew the sandwich would take a while to restock, so we responded with a BYOB offer—Bring Your Own Bun.

We created a video showing people that they could bring their own bun into stores, order three tenders and create their own makeshift sandwich.

It was a joke.

But people really did it. And it kept people talking.

This video got 1.5 billion impressions worth $17 million in earned media.

And Popeyes “Word-of-Mouth score” hit a record high (YouGov).