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Jingle Campaign Promoting Recruitment

Popeyes recruited musicians to recreate its iconic jingle.

Culture Compass
Culture Compass
5.8
GenderMales, Females
Age BracketTeens, Young Adults, Grown Ups
GeographyNorth America, South America

While restaurants, pubs and bars locked due to lockdown, the lives of local musicians and instrument players across the globe are taking a toll. Due to the lack of events and regular revenue streams, they are not able to carry out their work digitally, thus resulting in harsh living conditions. In the light of such a situation, Popeyes unveiled a new campaign, called #LoveThatJingle, to aid struggling musicians impacted by the coronavirus pandemic.

The fast-food company launched the campaign in May by inviting musicians to record their rendition of its iconic “Love That Chicken” jingle, which will later be featured in Popeyes adverts. The applicants were required to submit their recordings on social media with the hashtag “#LoveThatJingle” between 1 to 18 May and the selected musicians were announced till 25 May on the social media handles. A new page included the original sheet music for Love That Chicken and tips for recording music at home. A select few entries will air in television and radio ads. The campaign began in New Orleans and spread to entire America.

References – Thillist and Design Taxi

Culture Compass
5.8
This influential campaign, not only provides a fresh jingle to the brand but also provides temporary employment opportunities. This is a good solution for consumer engagement by helping target the communities which are worst hit by the pandemic. Other brands might try working for such communities by inclusion in their new campaigns, thus benefiting them.

Breakdown

  • Popularity 6.0
  • Inventiveness 3.0
  • Engagement 6.0
  • Human Centricity 8.0

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