Popeyes has appointed Anomaly as its creative agency of record in the U.S., part of a larger overhaul of the struggling fast-food chain's agency roster.
The brand selected the Stagwell shop for its reputation for "audacious, resonant work" and its expertise in food and beverage.
The reasoning behind the shakeup is explicit: a desire to improve execution and deliver more consistent messaging around value.
Popeyes named new partners well beyond creative:
| Remit | Agency |
|---|---|
| US creative AOR | Anomaly |
| US lead communications | LaForce |
| Canada creative AOR | Angry Butterfly |
| Data and CRM partner | Massive Rocket |
The search process was handled by Jeffries Consulting in the U.S. and Graphic Content Consulting in Canada.
Anomaly takes over from McKinney, which held the account since 2023, and will lead creative strategy across all U.S. channels for the "Louisiana Fast" marketer. Anomaly works with other QSRs including Buffalo Wild Wings, and its food and beverage track record helped secure the work.
Massive Rocket will enhance CRM and loyalty capabilities through artificial intelligence and first-party data. LaForce will drive an earned media strategy aimed at amplifying Popeyes' cultural relevance and culinary credibility.
The changes follow Popeyes experiencing its worst financial quarter in years.
U.S. comparable sales — an important measure of restaurant health — declined 6.5% in Q1, while system-wide sales dipped 3.9% for the three months ended March 31.
The challenge is reconnecting with consumers seeking greater value from a fast-food category that has become increasingly pricey due to inflation.
Around the turn of the decade, Popeyes was an industry trendsetter, playing an instrumental role in sparking the chicken sandwich wars that echo into today. Its fortunes have changed amid stiffer competition in fried chicken and macro headwinds affecting QSRs broadly.
Executives at parent Restaurant Brands International outlined three directives:
Those mandates guided the selection of new agency partners, who will also emphasise Popeyes' Cajun and Creole culinary roots.
Popeyes U.S. and Canada CMO Matt Rubin said:
"Popeyes is built on bold Louisiana flavor and a deep connection to our guests. These partners were chosen to help us do what we do best, better: bringing our food quality and brand character to life consistently for every guest, every visit."
Rubin, an RBI veteran of over a decade, stepped into the top marketing role at the start of the year after serving as Popeyes' chief digital officer.
An agency review is a diagnosis, not a cure. Two of RBI's three directives — in-restaurant execution and core menu focus — are operational, not marketing. Changing agencies does not improve counter service. The roster overhaul answers the third directive only.
Note that "consistency" was the selection criterion. Rebuilding a roster around consistency rather than novelty implies the prior diagnosis was not a shortage of ideas but scattered execution.
Align creative, PR and CRM simultaneously. Changing creative alone leaves earned media and loyalty communications out of step. Popeyes moved on four remits at once.
Value messaging can erode brand equity. Communicating affordability consistently while protecting a premium Cajun and Creole culinary narrative is a genuine tension. On resisting the slide into commodity competition, see "We Are Not in the Commodity Business. We Are in the Irrational Affinity Business" — Hilton's CMO.
For how a franchise market shifts from scale competition to profitability, see Korea's 2025 Coffee Franchise Market: From Store Count to Profitability.
Anomaly as US creative AOR, LaForce as US lead communications agency, Angry Butterfly as Canadian creative AOR, and Massive Rocket as data and CRM partner.
Popeyes’ worst financial quarter in years. US comparable sales fell 6.5% in Q1 and system-wide sales dipped 3.9%. Improving execution and consistent value messaging drove the review.
Improving in-restaurant execution and service, focusing more on core menu offerings such as chicken tenders and sandwiches, and communicating a consistent message around affordability.
For its reputation for audacious, resonant work and its food and beverage expertise. Anomaly works with other QSRs including Buffalo Wild Wings and replaces McKinney, which held the account since 2023.
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