12-Hour Drive-Thru
Award: Shortlist
Shortlist / Direct / Direct Response/Ambient / 2019
Popeyes chicken tastes so good because it’s marinated for 12 hours. But nobody knew that. So Popeyes invented the 12-Hour Drive-Thru.
Eighteen fans placed orders at a remote menu board in the West Texas desert. While Popeyes marinated their chicken, they drove 12 hours straight down the highway to the flagship Popeyes in New Orleans, Louisiana. They arrived just as their meals were ready. Along the way, billboards and even cheering crowds told them how much longer their chicken had to marinate.
In the end, they got their meal and a celebration, and we got over 150 million impressions.
