Popeyes’ new cajun sandwich, which consists of a fried chicken patty and pickles between mayo smothered brioche buns, sounds a lot like the beloved Chick-fil-A Sandwich. So, when Popeyes sarcastically snapped back to Chick-fil-A’s comment about the new sandwich on Twitter, it wasn’t long before they were in ‘The Great Chicken Sandwich Twitter War of 2019’. The tweets between the quick service restaurants got the attention of thousands online and left everyone with no choice but to decide for themselves: Who has the superior chicken sandwich?
This viral success story comes down to the simple idea of online presence. Popeyes brilliantly took to their social media platform to show off their new sandwich, but more importantly to emphasize their brand’s personality. The overwhelming response to the new addition to the menu didn’t start with the original post, but rather with Popeyes’ engagement in an online sandwich “war” with its competitors.
Popeyes’ loyal following and its positioning on Twitter helped push them into an online phemonomen. The fast-food chain promoted the shared love of a chicken sandwich and used Twitter to humorously engage with their audience. This interaction positioned Popeyes as a current and relatable brand that consumers can easily connect with.
The retweets, likes and word-of-mouth sharing resulted in long lines at Popeyes locations across the nation and a meme people are still talking about. This campaign shows that people trust their peer’s opinions more than what a marketing campaign or company tells you. Trust and likability reign king.
Consumers want to be involved. Social media is the perfect platform to not only relay who your brand is, but to proactively use the involvement of your audience, no matter what industry you’re in. A brand’s personality is best shown through organic interactions, and social media is an essential part of this. Not only will it help your brand be cast in a positive light (if done the right way), but it also keeps you top-of-mind.
In the end, social media is a presence and opportunity your brand can't afford to pass up.