What the Popeyes Chicken Sandwich Can Teach Us About Going Viral and Connecting With Communities

Fernando Machado, God-is Rivera and Angela Brown on what they learned from going viral at Brandweek

a popeyes employee holding a tray with the popeyes chicken sandwich on it
The Popeyes Chicken Sandwich found viral fame thanks to Twitter. David Williams for Adweek

Brands dream of a moment like the one that came for the Popeyes Chicken Sandwich this summer. The new product attracted buzz on social media even before it launched nationwide, and once that date happened, all need for a strategic media plan went out the window when the sandwich went viral and sold out in stores. The fans—most notably, Black Twitter—spoke for the product, and what they were saying was resonating.

@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.