Industry News | January 27, 2009

Popeyes to Undergo Brand Transformation

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Popeyes, a division of AFC Enterprises, Inc. (NasdaqGM:AFCE - News), will embark on a brand transformation that emphasizes its almost four decades of Louisiana-inspired home cooking. The initiative includes a more contemporary logo, as well as new advertising and a tagline. The transformation is a key component in the brand's continued Canadian growth strategy.

Positioning Popeyes as a "Louisiana Kitchen," the company employs a "Louisiana Fast" theme to remind consumers that the brand's taste is based on a time-honored tradition of slow cooking techniques and more than 12 hours of marination.

"We are re-energizing our legacy of food superiority and authenticity and we're bringing that renewed passion to Canada," says Russ Sumrall, Americas - General Manager of Popeyes. "Our brand repositioning will cater to the ever-changing needs of our guest without wavering on the authentic flavor and recognizable look that Popeyes fans know and love."

To promote the new Popeyes Louisiana Fast positioning, the company is kicking off a new campaign on Jan. 26, 2009, including direct mail, Internet, and out-of-home and radio spots. The multi-tiered campaign, created by The BrainStorm Group in Toronto, will enhance brand recognition.