Restaurant Brands International

Fernando Machado, Global Chief Marketing Officer
Bruno Cardinali, Chief Marketing Officer, North America
Hope Diaz, Chief Marketing Officer
Lisa O’Brien, Brand Marketing Lead
Katie Applefield, North America Marketing Communications Manager
Zunaira Mubasher, Category Manager, North America Marketing

GSD&M *Lead Agency

Alison Brod Marketing + Communications

The Bear

Street Factory Media

Cut+Run

How many social campaigns with no paid media earn $113.5 million worth of media and lead to 13% same-store sales growth and an additional $1 billion in system-wide sales for the year? It doesn’t happen by chance. We set out to make Popeyes Chicken Sandwich wildly famous. And our “instant” success was a year in the making as we market-tested our sandwich and cultivated our fanbase, particularly among Black Twitter, a highly influential, hyper-creative group of Twitter users. When our moment came, we knew exactly what to tweet start #ChickenWars.