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Popeyes has concluded a short review for its creative agency record, selecting McKinney as its new shop of choice.
When Popeyes put the account into review in February, it had initially named McKinney its interim agency for a six-month trial period, but invited Anomaly and FCB into a final round of pitching, according to a source familiar with the review. SRI conducted the lighting-fast pitch.
McKinney had a previous relationship with Popeyes’ new CMO, Jeff Klein, who joined the brand from Little Caesar’s last year. At the pizza chain, Klein joined in 2019 and several months later made the agency shift, moving away from Barton F. Graf to McKinney and used SRI to run that review as well. According to COMvergence, Popeyes spent $160 million on measured media in 2022. Popeyes had been previously working with upstart independent agency Gut since March 2020.
Popeyes’ message to the agencies competing for the business was clear: Sell more chicken, bring the brand’s New Orleans roots front and center of the marketing and help move the ample conversations around the brand to commerce, as Joe Maglio, the CEO of McKinney, put it.
“We have repeatedly demonstrated Popeyes’ ability to permeate pop culture and have all the tools to build a world-class, iconic brand,” Klein told Adweek.
McKinney will staff the account with employees across all of its five locations, including Phoenix, where its new office is located following its acquisition of influencer agency August United. This pitch was McKinney’s first opportunity to bring its new creator capabilities to the forefront, which Maglio said was a big part of its final pitch to the brand.
“McKinney has incredible retail experience and a reputation for producing creative that helps drive the business, while building the brand long term,” Klein said.
The brief
McKinney, which was on Adweek’s Midsize Agency of the Year shortlist last year, is tasked with drawing more direct connections to New Orleans in the marketing, making the brand’s roots in the city a foundational aspect of the campaign. What consumers will see is how the essence of New Orleans is baked into the preparation of the food—meaning more tender loving care goes into the food from the marinating to the breading of the chicken.
“New Orleans is in our DNA at Popeyes and we will continue to highlight our roots, heritage, delicious food and what makes us unique—our chicken—in our marketing,” Klein said.