SAUCE.

SWAGGER.

ATL.
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These are all things I naturally associate with Popeyes - the southern cooking, the southern twang, the ATL pop culture swagger.

I just imagine someone cooking up Popeyes chicken on a blistering southern day with sweltering humidity and adding loads of tantalizing seasoning. And sharing it with everyone else at the cookout, who has the same swagger as the grillmaster. That chicken sounds pretty damn good to me. 

But for some reason, I don’t see that in Popeyes’ advertising. It seems their ads are focused on the in-store dining experience and the food itself, as opposed to who the people eating there are, and what they value and do. 

To me, a brand’s identity is as much the people who use the product as it is the product itself.