Need to vent? Call Popeyes for a chat and free nuggets as part of campaign

As Singaporeans one of our favourite things to do is to air our woes and we embrace that desire as intrinsically part of the Singaporean experience. Popeyes Singapore is jumping on the bandwagon with a new campaign that is set to turn your problems into chicken. In collaboration with Happiness Saigon, Popeyes Singapore is launching the Chicken Hotline, a toll-free number that consumers can call to vent about their daily life struggles in exchange for free chicken nuggets.

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The hotline comes in tandem with Popeyes launching its new buttermilk chicken nuggets in Singapore. For the next two weeks, consumers can simply pick up the phone 24/7 and air out their problems, according to a spokesperson from Happiness Saigon when MARKETING-INTERACTIVE reached out. When they are done, they will receive a text message letting them know that they can collect free six-piece box of buttermilk chicken nuggets from Popeyes.

“We know people love to vent about life’s little problems. It makes you feel better. With stress levels rising globally and good food being proven to reduce stress, we set up the Popeyes Chicken Hotline. Now when life gives you problems, Popeyes gives you chicken,” said Jazz Tonna, the partner and creative director at Happiness Saigon. 

The agency, which saw the initiative through from idea development to hotline execution, added that the campaign will be executed on social media. 

The news comes just months after Popeyes announced that it would be celebrating its 50th anniversary by expanding across Asia. The brand at that point opened stores in India, China, Philippines and Sri Lanka as part of its growth strategy to increase its presence in key markets throughout Asia Pacific.

Singapore and Vietnam were the first markets in Asia the brand first launched in. Ben Klitus, general manager of Popeyes APAC, added the brand’s expansion demonstrates its ability to work with “leading institutional investors who have backed best-in-class local operators" such as Jubilant FoodWorks in India, Restaurant Brands Asia in Indonesia, Silla Co in South Korea, PLK Philippines in the Philippines, Fei Siong Group of Companies in Singapore and VFBS - a subsidiary of IPPG - in Vietnam.

Popeyes Louisana Kitchen Asia-Pacific is a subsidiary of Restaurant Brands International (RBI) which owns brands such as Burger King, Tim Hortons and Firehouse Subs. Jedrick Tan, Fei Siong Group’s senior vice president of group strategy and business development, told The Business Times that the group looks to refresh and modernise the outlets in Singapore.

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