LONDON — American fried chicken chain Popeyes has retained Manifest as its UK PR and brand agency, after working together on the launch of its first UK restaurant last year.

Popeyes, which has more than 3,500 restaurants globally, first appointed Manifest in May 2021 after a competitive pitch process. The agency worked with Popeyes’ UK business to build the UK brand and advise on communications strategy and UK amplification of its global partnership with rap superstar Megan Thee Stallion.

After an insights and analysis exercise to translate the US brand for a British audience, Manifest also devised and delivered a PR strategy for Popeyes UK’s launch at Westfield Stratford, which now ranks within the chain’s top three restaurants globally for sales.

Manifest’s launch team will continue to work with Popeyes UK as it looks to launch hundreds of restaurants nationally over the next decade, providing PR and brand consultancy services with a view to becoming a strategic long-term partner.

Popeyes UK marketing director Vicky Barber said: “Popeyes UK’s launch was one of the most successful launches that the global brand has ever seen, and Manifest has been instrumental in ensuring that. The UK is a crucial market for Popeyes, and we knew we needed the right partner to help our winning international formula translate for a UK audience.

“The team’s knowledge of the cultural landscape and how to capture the imagination of consumers has been pivotal in helping our Stratford launch go stratospheric. We're looking forward to keeping the party going in 2022 and beyond.”

Manifest’s UK studios managing director Bec Chelin added: “The team immediately hit it off with Popeyes. There was a clear alignment between us and a shared sense of purpose – Popeyes is a category innovator and has changed the world of QSR with its record-breaking product launches and bold approach to its brand comms. We especially love how it spotlights its storied history within its marketing and uses its rich cultural heritage to spark joy in the lives of its customers.

“There’s nothing that we love more than working with brands to do work that is compelling, creative, and drives significant change. Popeyes UK ticks every box for us, including being a fantastic partner to work alongside.”

Popeyes joins brands including Tommee Tippee, Logitech and Hotels.com on Manifest’s client roster.