The Popeyes Foundation
The Ask: Increase awareness and cultivate brand love for the foundation.
The Insight: Giving back feeds the soul. Social responsibility isn’t just an action—it’s a reflection of values.
Big Idea: Easy to Love
The Execution: Created the Love Box, which contains a custom keychain, a QR code and various deliverables. Lastly, created branding specifically for the foundation.
Photography
Deliverables
The Love Box
The Love Box is a limited-time meal—featuring two Chicken Sandwiches, two Cajun Fries, two Iced Teas, and two heart-shaped Biscuits filled with strawberry jam—launching in February and offers more than just flavor: each purchase supported the Popeyes Foundation.
Key Chain
Research showed people are more likely to buy when there’s added value, which inspired the inclusion of a keepsake keychain that unlocks a free Sweet Tea with every Popeyes visit for an entire year.
QR Code Fact Sheet
To deepen the connection and build trust, every Love Box and additional touchpoint features a scannable QR code leading to a vibrant, easy-to-read Foundation fact sheet—highlighting exactly where donations go, along with a donate button for those moved to give more.
Millennials especially saw the QR code as a mark of credibility, and testing confirmed that this clear, transparent experience drove not only engagement, but action.
In- Store Posters
Billboards
Bus Wraps
Uber Eats Ads
Brand Guidelines
Credits: Lucia Moscarella (Creative Director, Presenter), Camila Fernandez (Associate Creative Director, Presenter)
Full Credits Page is at the end of book.