Popeye's Louisiana Chicken

A bilingual launch campaign for Popeyes’ first-ever restaurants in Wales, using playful wordplay and interactive design to spark curiosity and secure attention from the Welsh public.

About the project

When Popeyes opened its first locations in Wales, they approached Folk to help them make a memorable entrance. The goal was to build excitement, capture local media attention, and create a campaign that felt relevant and engaging to a Welsh audience.

Date:

Mar 1, 2023

Client:

Popeye's Louisiana Chicken

Services:

Creative Campaign

Project Details

The challenge was to introduce an international brand in a way that felt fresh and locally resonant. We discovered that the Welsh word for “chicken” — cyw iâr — sounds a lot like “QR.” This coincidence became the foundation of the campaign.

We developed a playful “Cyw Iâr” concept that encouraged people to literally hunt for their chicken. In my role as Creative Designer, I designed a series of bilingual posters and worked with a local print company to distribute and display them across Cardiff’s busiest student areas. Each poster featured a QR code that, when scanned, unlocked a free chicken sandwich.

In the lead up to the restaurants opening, I was also responsible for capturing video content of our Cyw Iâr posters around the city to create Reels and TikTok's for the Popeye's team to use to create anticipation for opening day.

The approach not only tied in Popeyes’ signature product but also engaged the audience through interaction and discovery, turning the launch into an experience rather than a traditional advert.

The Outcome

The “Cyw Iâr” campaign successfully captured public and press attention, driving strong engagement and visibility for Popeyes’ Welsh debut. The bilingual design and clever wordplay resonated with local audiences, reinforcing Popeyes’ brand personality while celebrating Welsh culture in a fun and authentic way.

As a result, we earned publication in several notable Welsh media outlets, and had chicken-lovers queuing outside the branch on opening day from as early as 5am!