Photo: babe_kl, Flickr
Popeyes, part of AFC Enterprises, will announce the results of a national taste test versus Yum Brands' KFC as part of a campaign kicking off Monday, the New York Times reported.
In addition to the taste test results, the campaign will bring back the "Love that chicken from Popeyes" slogan that the company has used intermittently since the 1970s. It will feature a character first introduced in ads last year -- Annie -- who will present the results of the bone-in fried chicken taste test: Popeyes mild and spicy versus KFC's original recipe, the paper reported.
The results proclaim Louisiana "the land of good cooking" while Kentucky is dubbed "the land of fast horses," the Times reported.
"The more Louisiana we are, the better our results," Richard Lynch, chief marketing officer at Popeyes told the paper in an interview Wednesday in New York.
He said Popeyes will also use the "Louisiana fast" theme in ads.
The company increased ad spending last year, and saw sales gains as a result, Lynch told the Times.
The taste test campaign will include television and newspaper advertising in addition to a Web site.
In addition to the taste test campaign, the site is selling "Love That Chicken" t-shirts to benefit the Waterkeepers Alliance's "Save Our Gulf" initiative to help protect the Gulf Coast communities and environment in the wake of the BP oil disaster. Popeyes will donate 100% of their t-shirt profits to the group.