Tapping into Tradition: How Popeyes Found the Perfect Blend of Heritage and Creativity

In his classic 1862 novel “Fathers and Sons”, Ivan Turgenev prophetically portrays the generational divide between the idealistic, future-focused youth and the more traditional older generation. The novel follows the story of two young men, Arkady and Bazarov, who return to Arkady’s family rural home after graduating from university, where their progressive, nihilistic views clash with the more conventional values held by his father and uncle, leading to a series of debates, fights and even to a bloody duel.

This timeless struggle illustrates how, in their pursuit of progress, individuals often dismiss the past as antiquated and irrelevant. Though this view may historically have been held largely by progressives with good intentions, the 20th century bore witness to a plethora of utopian thinkers determined to create a new world and rectify past missteps that led to horrific outcomes and present discontents.

However, much like the ever-evolving humans that comprise them, societies and cultures are profoundly dynamic. Elements such as upbringing, origin, religious beliefs, and historical struggles meld together to form the identities we embrace today. Whether our pasts are filled with pain or triumph, they are inextricably woven into the fabric of our being and play a significant role in shaping communal pride.

As a marketer with a penchant for tradition, I can attest that when in doubt, looking to a company's heritage for ideas on positioning them for the future is a fail-safe strategy that withstands the test of time. Of course, not every business has the luxury of drawing from a storied past. With most American businesses aged ten years or younger, they are still in the process of crafting their own history. Consequently, building a new brand requires a great deal of strategic thinking and often feels like an uphill battle for the first few years.

But for those companies blessed with a rich history, a treasure trove of strategies, inspiration, and timeless ideas await, ready to be mined and transformed into something that resonates deeply with their present customer base. One need look no further than Popeyes Louisiana Chicken for a prime example.

Last week, Popeyes launched an ingenious campaign dubbed "We don't make sense, we make chicken". With this masterstroke, they aimed to remind customers of their New Orleans roots, a city renowned for its eclectic charm. By embracing their original identity, Popeyes has crafted a campaign that will undoubtedly strengthen their brand affinity with customers for years to come.

As the brand's CMO Jeff Klein noted, Popeyes had consistently generated "spikes of interest", such as the infamous "Chicken Sandwich Wars" that set social media ablaze and led to sellouts at numerous locations. However, what Klein sought was a brand strategy that could become deeply ingrained in customers' minds – a narrative that would define Popeyes for the next three-to-five years. If all goes according to plan, he hopes the campaign slogan could even become part of the consumer's vernacular.

"When you have something that can't be copied, that you can own, that is authentic... then you should lean into it", advised Jonathan Cude, McKinney's CCO who led the creative campaign. At the heart of the campaign lies the notion that Popeyes' approach to making chicken is fundamentally different from that of its competitors. Drawing from the unique culinary traditions of New Orleans, their slow-marinated, hand-breaded chicken is infused with Cajun spices and fresh ingredients. Though the time-consuming cooking techniques employed by the brand may defy logic for a fast-food establishment, as the creative puts it, they work for Popeyes.

As Cude explained, "It doesn't really make sense. If you were trying to make chicken the most profitable, efficient way, you wouldn't go through all the trouble that Popeyes does". He then drew a parallel to New Orleans itself, a city that defies logic by being intentionally built below sea level.

So, while the allure of the future may tempt us to discard the past as antiquated and irrelevant, doing so would be an egregious oversight. As exemplified by Popeyes' ingenious campaign, the past offers a wealth of inspiration and strategic insights that can be harnessed to forge a stronger connection with customers and build a more resilient brand. By embracing our heritage and infusing it with contemporary context, we can create narratives that resonate deeply with consumers and stand the test of time.

The paradox of tradition lies in the fact that, while it may not always align with contemporary sensibilities or the most efficient practices, it possesses an intangible, authentic quality that cannot be easily replicated or replaced. In today's rapidly changing business landscape, perhaps the secret to enduring success lies in acknowledging and celebrating the unique tapestry of our pasts.

As we continue to navigate the unpredictable waters of modern society, it is vital that we acknowledge the importance of tradition and the lessons it imparts. Learning from Turgenev’s observation of a generational divide, modern-day marketers must not fall into the same trap. The past may indeed be filled with mistakes and discontents, but it is also replete with wisdom and invaluable experiences that can guide us through modernity.

So, whether you are a fledgling business still carving out your place in the world or an established company with a storied past, remember that the most potent marketing strategies are often those that tap into our shared history and collective memory. In doing so, we not only foster a sense of pride and belonging among our customers but also create a legacy that will long outlast the fleeting trends of the day.

In the wise words of NOLA’s very own, "We don't make sense, we make chicken". And sometimes, that's all the sense we need to make.

PPA