ATLANTA: Fast food chain Popeyes Chicken & Biscuits tapped CooperKatz to serve as its lead PR agency, following a competitive review and recent leadership changes.
The company sought out a lead agency after changes in its leadership including a new president and CEO of AFC Enterprises, Cheryl Bachelder, as well as a new CMO, Richard Lynch, according to Alicia Thompson, VP, communications and PR for Popeyes.
“From a PR perspective, [our leadership team] looked at our resources and brought on the best organization to help us to reach our long-term goals,”Thompson said.
Starting work on July 21, CooperKatz was chosen to oversee core PR activities, such as media relations, for six months with the option to end or evolve the relationship into an AOR after that time.
Current PR plans include tactics to increase awareness for Popeyes particularly with a younger demographic, as well as further differentiate the brand from its leading competitor, KFC, said Thompson.
Melissa Connerton, manager of client services for CooperKatz, noted the brand will also work to increase its presence in the blogosphere.
Popeyes did not have an outgoing agency, Thompson noted, though Patrick Davis Partners provided AOR support in 2007, and the company most recently worked on a project-by-project basis with Howard, Merrell & Partners, said Thompson.
A formal RFP was issued in June and ended in July. Approximately six agencies were invited to pitch the two-round review, with three finalists.
“From a strategic standpoint, CooperKatz seemed to understand our brand in the current marketplace,” Thompson said. “They have a solid vision of where our brand can be.”