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Popeyes® lets fans raise their mighty voices via #LoveThatChicken Chorus social promotion 

Minneapolis (August 27, 2013) – For the love of chicken (and a chance to win $1000), consumers nationwide may create videos of themselves singing the “Love that chicken from Popeyes®” jingle as part of the #LoveThatChicken Month promotion just launched by Popeyes® Louisiana Kitchen, with help from digital AOR Campbell Mithun. The promotion supports Popeyes “Love that Chicken® Month” limited-time offer of a 2-piece Chicken and Biscuit for $2.99 through September 30.

“People can hardly say ‘Love that chicken from Popeyes!’ without singing it,” said Hector Munoz, vice president of marketing at Popeyes Louisiana Kitchen. “What better phenomenon to tap during National Chicken Month? We’re eager to hear all of the chicken love.”

Submitted via Vine, Instagram or YouTube, all videos will appear on a dedicated website, with 12 being presented weekly as “The Spicy Dozen.” Employees may also participate in their own version of the contest.

“It’s true, people DO ‘Love that chicken from Popeyes!’ and this promotion creates a framework that says ‘ready, set, go’ to those who aren’t afraid to have a bit of fun singing that jingle,” said Heath Rudduck, chief creative officer at Campbell Mithun. “And it establishes both a virtual community and a celebration of the brand during a month that’s all about chicken.”

Three winners will be chosen in each social video channel -- Vine, Instagram and YouTube. Consumer prizes include $1,000 (1st place), a wireless Bluetooth speaker (2nd place) or a Popeyes T-shirt, carabiner and $25 gift card  (3rd place). Employees will be singing for the chance to win $500 and a private party for their restaurant group.

Popeyes will drive traffic to its #LoveThatChicken Chorus landing page via Twitter, Facebook, in-store signage and promotional website banners.  Branding agency GSD&M created a “call for entries” video featuring Annie, the familiar face of Popeyes brand who appears regularly in TV spots, as well as a national :30 spot to support the limited-time Love That Chicken Month menu offering.

Digital efforts are a priority for the brand, whose customers are very active in the social media space.

Previous digital work developed for Popeyes by Campbell Mithun includes the “Chicken #WaffleTenders,” “Vote Handcrafted,”  “Mood Wing” and “Rip’n Chick’n” efforts, as well as a redesign of www.Popeyes.com.

Credits
• Chief Creative Officer: Heath Rudduck
• Associate Creative Director: Clinton Lugert
• Copywriter: Paul Brink
• Creative Technologists: Sean O’Brien, Ron Wening
• UX: Dan Bayne
• Account Leadership: Zach Miller
• Integrated Producer: Mim Epstein
• Project Management: Mindy Lipetzky

About Popeyes® Louisiana Kitchen (NASDAQ: AFCE)
Founded in 1972 in New Orleans, Popeyes is a leader in the New Orleans segment of the foodservice industry and is the world's second largest quick-service chicken concept based on the number of units. As of April 21, 2013, Popeyes had 2,119 restaurants operating in the United States, Puerto Rico, Guam, the Cayman Islands and 28 foreign countries. For more information, visit the Popeyes Louisiana Kitchen Web site at www.popeyes.com

About Campbell Mithun (NYSE: IPG)
Since its founding in 1933, Campbell Mithun has established a national brand-building reputation in the QSR, consumer packaged goods, retail, healthcare, financial services and telecommunications sectors and serves clients including General Mills, Land O’Lakes, Chipotle, KeyBank, Great Clips, Sav-A-Lot, Schwan’s, Popeyes and Toro. Its Compass Point Media unit, established in 1976, makes connections in all the right places with strategists and negotiators who maximize media impact and minimize costs for both media-only and shared Campbell Mithun clients.
 
Campbell Mithun has created client marketplace success for 80 years guided by Ray Mithun’s founding philosophy:  create client success by making Everything Talk at each point of customer contact.
 
Websites:  www.cmithun.com; www.compasspoint-media.com

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