Popeyes

One Show: Shortlist | National ADDYs: Silver

Popeyes is the last place people think about for wings. So when the hometown New Orleans Pelicans unexpectedly won the NBA draft lottery and the rights to draft Zion Williamson, the most hyped prospect since LeBron James, we saw an opportunity. Not just to help Pelicans fans celebrate on draft night, but to get people everywhere talking about our wings.

77 Wings. 11 Biscuits. 11 Fries. 1 Zion-Sized Box.

We designed an 82-inch long box, the exact same size as Zion’s wingspan, and packed it full of chicken. Plus, sauces for dunking. (That’s what Zion does best after all.) Then we made it available only in New Orleans, exclusively for the diehards on the night of the NBA draft. Given the strategic timing and location of the release, the press quickly picked up the story.

Results

The Wingspan Box was an immediate hit with pre-orders made the night before, plus fans lining up outside the Popeyes on Canal Street in New Orleans before the store even opened. Within minutes, we had completely sold out. Undeterred, fans kept buying wings anyway, even making their own bootleg version of the box.

Nationally, the story took off with headlines in mainstream and industry outlets including Sports Illustrated and Bleacher Report as well as Adweek and The Drum. The Wingspan Box was also featured on ESPN including during The Jump’s official pre-draft coverage. In total, the campaign generated more than 440 million impressions on a budget of only a few thousand dollars—the cost to manufacture the boxes themselves.