Popeyes – the fast-food chain that stoked frenzied demand in 2019 with the release of its chicken sandwich – is trying to draw just as much attention to its chicken nuggets that debut Tuesday.
This time, however, its marketing strategy doesn't involve taking digs at competitors on social media.
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On July 27, the company's "We come in piece. 8 piece" campaign kicks off, commemorating the first day its chicken nuggets hit stores across North America.
As part of the campaign, Popeyes pledged to buy the cash equivalent of 1 million nuggets from its competitors, including McDonald’s, Wendy’s, Burger King and Chick-fil-A, as well as its own, through its charitable arm, The Popeyes Foundation.
The company poked fun at how this gesture was a way to end the "chicken sandwich wars" of 2019, which ensued after Popeyes released its crispy chicken sandwich, threatening other major competitors known for selling the menu item.