Popeyes plans big marketing push to tout taste-test win

Popeyes Louisiana Kitchen has launched what it describes as a "major" marketing and advertising push to underscore the results of a national taste test between Popeyes’ Spicy and Mild Bonafide fried chicken and KFC's Original Recipe fried chicken.

The campaign, which heralds Popeyes' win over KFC in the taste test, is the most significant marketing push in Popeye's history, according to the Atlanta-based company. Popeyes kicked off the campaign in New York’s Times Square last week. National television commercials began airing recently.

"Our brand heritage is what defines us," said Richard Lynch, chief marketing officer for Popeyes. "We are confident our authentic, distinctive food, marinated and cooked in the tradition of our Louisiana roots, is what fueled customer preference and this exciting taste test win. We know one of the keys to our continued success is to stay true to our brand heritage."

In a response, KFC noted that it was recently ranked No. 1 in the "Best Fried Chicken" category by Zagat, which surveyed more than 6,500 fast food fans about their favorites.

"It’s always flattering when a competitor tries to compare their product to KFC Original Recipe, the world’s most popular fried chicken," said  KFC spokesman Rick Maynard.

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