Apr 11, 2008 6:04 AM, By Amy Johannes

In-restaurant signage helps promotes Popeyes new brand positioning

Popeyes Chicken & Biscuits is out with a consumer-generated video contest that coincides with the brand’s new positioning of being “bonafide.”

The restaurant chain is asking Popeyes’ customers to “Change Your Chicken” by demonstrating what makes them bonafide through 30-second videos of themselves. The videos can be uploaded at http://www.BonafideChicken.com through May 23. Each submission should begin with the statement, "Hey, Popeyes! I'm bonafide..."

Popeyes characterizes a bonafide customer as one who is genuine and true to themselves and isn’t shy about sharing their love of Popeyes chicken.

“The idea is to showcase our customers originated from years of feedback from Popeyes fans citing why they love Popeyes chicken,” said Dick Lynch, chief marketing officer of Popeyes Chicken & Biscuits, in a statement. “We want those people to know we are just as passionate about them, so we created this avenue for them to share their unique and creative talents.”

The video contest is open to anyone who wants to share their unique talent or skills, whether its poetry, whistling, wind surfing or baton twirling, Popeyes said.

The contest includes an incentive for people to vote on their favorite video. People who vote online will be entered into a sweepstakes for a chance to win an iPod and free meals for a year.

The top vote-getter will receive the grand prize: a year of free Popeyes food, a three-day trip for two in New York, Miami, FL, New Orleans, LA, Chicago, Los Angeles, Las Vegas, NV, or Vail, CO, and Popeyes merchandise. The first- and second-place winner will reach receive a Popeyes prize package.

Popeyes is promoting the contest via online marketing and through social networks and blogs. P-O-P, restaurant signage, direct mail and TV spots support the campaign.

Popeyes handles in-house with assistance by Howard, Merrell & Partners PR.

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