Brand agency, GUT revisited a competitor’s campaign to talk about the launch of the new snack
Onion, bacon and chicken… Maybe you remember a snack like this, right? But calm down. It’s not what you are thinking. Popeyes has announced the launch of its new snack, Onion Bacon Chicken, called CBF by the chain’s fans.
And, for the launch, GUT, the Global creative agency of the Popeyes network, revisited a campaign already known on social networks, giving a spoiler in a post with a curtain, presenting only a C and saying: get ready.
In addition, the agency developed an action plan for content, influencers and consumer communities. The key visual of the campaign follows the Popeyes elements and color palette, with shades of orange and yellow.
“The idea of launching this flavor says a lot about an affective memory of Onion, Bacon and Chicken among sandwich lovers and Popeyes caters to these consumers, who were already in disbelief to try something like this again,” explained Bruno Brux, Executive Creative Director. from GUT São Paulo.
CBF, CBO
When Popeyes refers to “onion, bacon and chicken affective memory,” they’re talking about the CBO snack — Chicken, Bacon and Onion — launched by McDonald’s in 2011.
In 2017, it was removed from the menu, and since then, fans of the chain have been clamoring for the snack to return, but in 2019 — after many, many orders — Mc Donald’s returned with CBO, for a limited time and only in a few restaurants. .
In fact, the Popeyes post that has the curtains is a clear allusion to a post that McDonald’s made in 2021 to joke with consumers.
