Popeyes “From Memes To Dreams”

Role: Creative Strategy | Community Management

Agency: GUT Miami

A key objective for the Popeyes account was to elevate the brand's presence in internet culture by tapping into fan-created narratives that have organically developed over the years. This required a thoughtful approach, as many users are wary of brands trying to engage with these stories without truly understanding their roots. The story of Dieunerst Collin and his connection to Popeyes was a perfect opportunity for the client to respond to a decade old meme in a meaningful and impactful way.

The "From Memes to Dreams" campaign marked a full-circle moment for Popeyes, connecting with one of their most iconic internet references in a way that resonated with fans and showcased the brand's cultural relevance. It also pushed Popeyes into new territory by securing their first NIL (Name, Image, and Likeness) sponsorship with a college athlete. To make the most of this opportunity, my team at GUT Miami orchestrated a social-first Super Bowl campaign starring Dieunerst that directed users to the Popeyes mobile app with an exclusive game day offer.