I was responsible for the overall creative platform and positioning of the Popeyes Hispanic Market campaign launch. Through research, it was found that while Hispanics had every reason to like Popeyes flavor profile, they didn’t understand or cared much about its Cajun heritage and they also felt like the general market campaign was not speaking to them at all. The way to the consumer’s heart and mind was the simple insight that “you don’t have to be from Louisiana to love Popeyes”.