MiC K.I.S.S. Pick: Monster chicken apes King Kong

To instantly communicate that the chicken portions at Popeyes are BIG, the creative for a new campaign stars, what else, a giant fowl atop a skyscraper.

Toronto’s BrainStorm Group came up with an irreverent new campaign for the Atlanta-HQ’d Popeyes restaurant chain that will run through 2007. Featuring a giant chicken making like the biggest ape to ever scale a skyscraper, the creative is aimed at males 16-35.

With Brainstorm also handling the media buys, the campaign’s OOH component features about 50 postings in close proximity to Popeyes locations in the Greater Toronto Area, Hamilton and Niagara Falls. In addition to more conventional OOH, there are video kiosks at some university and college campuses and a video display in the Bay-Dundas concourse, in all of which the monster chicken swats at a helicopter.

The online component of the Popeyes campaign is comprised of flash-animated leader boards on such media websites as TSN, Edge 102, MuchMusic and Flow. FSIs include coupon books for SmartSource and Shop n Save, which are being distributed throughout southern Ontario in the Toronto Star, Toronto Sun, Hamilton Spectator and numerous community newspapers.