Popeyes(r) Chicken & Biscuits, a division of AFC Enterprises, Inc., is heating things up with its latest national partnership. Popeyes now has Louisiana Hot Sauce, one of Bruce Foods’ most popular brands, available in all of its U.S. restaurants.

“The opportunity to partner with Bruce Foods is a win-win for everyone,” said Joe Scafido, chief marketing officer for Popeyes. “Our customers are ‘lovin’ that chicken’ with Louisiana Hot Sauce, and our franchisees are excited about Popeyes’ inclusion in a Bruce Foods radio buy on the extremely popular Tom Joyner radio show. This is exactly the type of increased marketing reach we are aggressively pursuing.”

Other recent examples of Popeyes increasing its marketing reach through national partnerships include a 2002 holiday cross-promotion with Hollywood Video(r) and a major sponsorship of the New Orleans Jazz & Heritage Festival(r) this April.

In addition to offering Louisiana Hot Sauce at all its U.S. restaurants, Popeyes’ joint venture with Bruce Foods offers customers the chance to win a hot getaway to New Orleans. The “Spice it Up” sweepstakes features a grand prize trip for two to New Orleans including airfare, hotel accommodations, car rental and other prizes.