Chicken Not Beef

  • Popeyes

  • Art Directors: Christian Ramos, Anna Layza, Tracy Fernandez

  • by leveraging a pop culture moment, trend, or news create an integrated campaign (online and offline) to increase brand awareness in the US and generate brand awareness from scratch in markets like (Spain, Brazil, India, Japan) by introducing Popeyes as a restaurant that prepares chicken with tons of love and craft.

  • #CHICKENnotBEEF Promote love and unity around the world by using Popeyes chicken as a sign of peace and togetherness, Encourage people to resolve their differences over a shared love for delicious chicken.

  • Awarded: Top Dog Award (Miami AD School)

Creative Note: This campaign draws inspiration from iconic pop culture rivalries, using suggestive language, thematic meals, and lookalike visuals, without directly naming anyone.

The result: maximum cultural impact, zero legal beef.

Concept expands globally, using local celebrity rivalries. US (Drake/Kendrick) Brazil (Anitta/Pabllo) Spain (Rosalia/Karol) serving peace one symbolic meal at a time.