This March, Popeyes® brought a sweet and smoky New Orleans flair to the UK with the launch of its Honey BBQ collection.
Born in Louisiana in 1972, the home of the ‘shatter-crunch’ chicken partnered with creative agency, Cygnus, to debut this bold new chapter. The campaign marked a significant menu upgrade, blending the brand’s signature heat with a rich, soulful honey BBQ twist. Available now in-store, for takeaway, and via delivery at participating Popeyes® locations nationwide, the range heroes a signature Honey BBQ sauce designed to satisfy cravings and perfectly complement the iconic Louisiana-style chicken.
Moving beyond traditional fast-food promotion, Cygnus crafted a campaign designed to trigger an immediate ‘need-it-now’ response. To celebrate the debut on the 24th March, the agency rolled out the launch across stores and organic digital platforms.
“We really wanted to go overboard on sauce and leave the viewer wanting to eat the product off the paper or screen,” says Jamie Rayner, Executive Creative Director at Cygnus. “The campaign visuals lean into rich, New Orleans Southern BBQ textures, while also capturing the sticky, golden essence of the sauce.”
“This was a genuinely collaborative process,” says Mike Tinnion, Creative Director at Popeyes®. “Cygnus pushed the creative into rich, unapologetic territory, and we worked closely with them to make sure every detail still delivered on what Popeyes® stands for. That balance is what makes the campaign feel both distinctive and authentic.”
As part of this launch, Popeyes® has introduced a trio of indulgent new products with the Honey BBQ Chicken Sandwich at the forefront; a sauce-smothered fillet topped with Pepper Jack cheese, smoky crispy onions, and pickled jalapenos. Even the legendary Cajun Fries get an upgrade, now available loaded with that same signature glaze. And for the true sauce-obsessives? The new ‘Big’ pot offers a larger serving designed for serious dipping, dunking, and drenching.
The 2026 strategy focuses on dynamic engagement, balancing the recruitment of new flavour-seekers with the cultivation of deep-rooted loyalty among existing Popeyes® fans. In a saturated Quick Service Restaurant market, this campaign reinforces Popeyes®’ position as a modern cultural icon and the definitive leader in bold, authentic soul food.
Bring the napkins, Popeyes® is officially turning up the heat, and the honey…
About Popeyes®
Founded in New Orleans in 1972, Popeyes® has over 50 years of experience sharing its signature Louisiana-style hospitality and iconic menu with fans around the world. Today, Popeyes® is one of the world’s largest quick service chicken restaurant brands, with more than 4,000 restaurants globally.
Since launching in the UK in 2021, Popeyes® has expanded rapidly. As of 2026, the brand operates over 100 restaurants nationwide, employing approximately 3,500 people, and continues to grow at pace across the country.
Popeyes® is famous for its New Orleans-style Chicken Sandwich, wings, tenders and traditional biscuits, all made using 100% fresh chicken marinated for 12 hours and coated in its signature shatter crunch breading. The menu also includes the indulgent Saucin’ range, signature dips and options for the whole family, including kids’ meals and a nationwide Breakfast Menu.
About Cygnus
Cygnus is a leading creative company specialising in brand strategy, design, and digital marketing. With a commitment to bold ideas and transformative storytelling, Cygnus helps brands stand out in a sea of sameness, making brands comfortable with being uncomfortable.