POPEYES

Popeyes is anonymously launching a new secret sauce, setting them up to prove they have better taste. And they'll do it during a time when good taste means everything: New York Fashion Week.

Popeyes creates an unbranded secret sauce. Bottles will be given to A-list fashion week guests, and packets will be left places around town and slipped into Uber Eats orders.

THE BREAKDOWN

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SOCIAL VIDEOS

Promo videos of models trying the sauce on competing fast food will be anonymously posted on social, encouraging people to find it and try it on everything they eat.

OUT OF HOME

Posters with the #secretsauce will also go up to create more hype and drive people to the social videos.

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Then we sit back and watch people go nuts for the newest craze in condiments.

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And once they have, Popeyes will fess up, revealing that their cajun flavor

was responsible for elevating the taste of average food. 

ROLE: AD, PHOTOGRAPHER

COPYWRITER: KELLY AZBELL