Cafes where you can’t drink coffee if you don’t eat. Expensive smartphones that do not include headphones. Bags of chips in which half is air. These are some examples of things “increasingly shabby” from which Popeyes seeks to differentiate itself with its new communication platform in Spain “Asi si, asi yes”.
The New Orleans-style fried chicken brand, owned by Restaurant Brands Iberia, begins a new stage of communication by inaugurating a creative territory focused on the value of doing things well and the celebration of time, care, and authenticity. Popeyes intends to stand out in this context in which immediacy, speed and lack of attention to detail predominate.
The platform, worked together with the creative agency Fácil, includes a manifesto video that represents both a declaration of intent regarding the brand’s new tone of communication, as well as Popeyes’ reaffirmation of its essential principles and values. In it he conveys the idea that quality, both in product and service, is non-negotiable.
“We have been defending something very simple for years: when you do things well, it shows. With “So yes, so yes” we wanted to go one step further and make our communication also speak from that place.“; commented Laura Becerril, Marketing Director of Popeyes Spain, in a statement. “This platform allows us to show the real Popeyes personality: direct, authentic and proud of their process”.
The manifesto represents the expression of Popeyes’ new strategy, based on a powerful, versatile and flexible creative idea to develop future executions and based on. It also represents the brand’s intention to promote a more emotional connection with the consumer.
The manifesto is accompanied by a spot that focuses on tactics and highlights Popeyes’ star product, crispy chicken, and the way it is made. In it, the brand states that each piece is made daily with 100% national fresh chicken, marinated for twelve hours in a mixture of spices and hand-battered. It contrasts images of the hustle and bustle of the city with detailed plans of the process, reflecting that it is a process that requires time and dedication.
It has been produced by Blur.
“We wanted to find an idea that would help us tell everything that Popeyes does well and in a different way from a very recognizable tone. And we find that space in the expression ‘So yes'”explain Nacho Oñate and Néstor García, Creative Directors and Founding Partners of Fácil. “The ‘yes yes’ gives it that Popeyes touch that we needed to make it a brand signature.”.
“So yes, so yes” will be the concept that defines Popeyes’ communication in 2026, and will consolidate a closer, direct and honest tone. The campaign will have a comprehensive media plan and will run on television, digital media, social networks, outdoor advertising and point of sale during November and December.
