What’s the true meaning of family? Sharing streaming passwords, of course.
Keeping in that family spirit, Popeyes is giving a Netflix username and password to 1,000 customers who tweet a picture of their at-home fried chicken order with the hashtag #ThatPasswordFromPopeyes. The Netflix accounts will be active for one month.
“We really treat everyone as family,” said Popeyes global CMO Paloma Azulay, who assumed the role last month and will oversee international expansion. Southern hospitality—treating everyone as family—is a big part of Popeyes heritage, she said. And during a global pandemic, that’s more important than ever.
“We’re living a time where we need to be closer together and help each other,” Azulay said. So Popeyes wanted to do something for its customers that every modern family does: share streaming passwords.
But we’re also in a time when people are required to be physically distant. All over the world, people are working and parenting from home without the usual distractions of playdates, outings and trips to the office, bar, restaurant or park.
In the midst of all this uncertainty, Popeyes wants “to provide a little bit of happiness and entertainment for everyone,” said Azulay. The restaurant chain developed the campaign with the help of its creative agency of record, Gut Miami.
It’s also a reminder, of course, that Popeyes is still open. Azulay noted that there’s been some confusion among customers as to whether they can still get a chicken sandwich when many cities around the country have restricted gatherings and closed down dining areas. But the fast-food chain is still open, she said, with drive-thru and pickup available depending on the location.
The company updated its cleaning procedures, too, and streamlined operations so that drive-thru customers have a “contactless pickup” or free delivery, said Azulay. Employees are getting specialized training to ensure compliance with the new procedures.
“We are evolving,” said Azulay. The chain wants to sure that even without the ability to serve customers in-house, “people can still have a Popeyes dinner. And we make that very convenient and safe for them.”