times square
restaurant takeover
Client: Popeyes
Challenge
How do we drive nationwide buzz and attention for Popeyes’ latest pickle-inspired LTOs?
Insight
Love ‘em or hate ‘em, Gen Z and Millenials don’t want to be left out of the pickle craze. From “glickles” (glitter pickles) to pickle candles, even if they’re not eating them, they’re still buying them.
The Work
We took over the Popeyes location in the heart of Times Square to create a fully branded experience and built-in social media event. A full custom color takeover — transforming Popeyes’ iconic orange to green — created disruption and grabbed the attention of both loyal fans as well as curious newcomers. Animated billboards, custom artwork and backdrops, and an ASMR station offered endless photo ops for influencers, media outlets, and passersby to capture and share. We timed the launch on April Fools’ Day, partnering with local media outlets to be “in on the joke”, helping fuel curiosity, speculation, and widespread social chatter.
