Popeyes needs to wing it in a TV venue usually reserved for promoting pizza and beer.

Viewers of CBS’ February 11 broadcast of Tremendous Bowl LVIII will within the first quarter see the primary Massive Recreation business within the restaurant chain’s historical past – all aimed toward getting the gang to have a hankering for rooster wings moderately than one thing else. Popeye’s will announce that 5 completely different flavors of wings will turn out to be everlasting objects on the menu and make an intriguing proposition: patrons can get a free order of 6-piece wings at taking part eating places within the USA and Canada if a soccer crew that has wings in its identify, emblem, or on its mascot wins the Tremendous Bowl

“In case you’re going to do one thing to be a part of the Tremendous Bowl, you wish to have one thing related to say,” notes Sami Siddiqui, president of Popeye’s U.S. operations, throughout an interview.

A 30-second advert from Popeyes and its company, McKinney, is anticipated to look within the first quarter of the sport, the place it’ll possible should work to face aside from a bevy of food-and-beverage rivals. Anheuser-Busch InBev, one of many greatest sponsors of the Tremendous Bowl, often runs just a few commericals throughout that point interval. In the meantime, Yum Manufacturers’ Pizza Hut is thought to stake out the pre-game present, the place it urges viewers to order pizza earlier than the gridiron spectacular will get underway.

No less than one favourite Tremendous Bowl meals isn’t within the lineup this yr. Avocados from Mexico, typically used to make guacamole, has introduced its exit from the 2024 promoting roster. CBS, which offered out of nationwide business stock, had sought between $6.5 million and $7 million for a 30-second advert, in accordance with folks acquainted with negotiations. Siddiqui declined to touch upon how a lot Popeyes paid for its first-quarter placement or on the inventive idea that audiences will see.

Getting 30 seconds within the Massive Recreation took greater than three years.

“We knew that wings was the quickest rising class in rooster,” says Siddiqui, “We’ve seen the success of rivals available in the market.” However Popeyes “wanted to verify it was proper,” he says, testing ideas. When the chain examined Ghost Pepper Wings in 2023 on a restricted foundation, executives deliberate to promote the product for six to eight weeks, however “offered out in two,” says Sidiqui, “We knew we had one thing particular.”

Different restaurant chains have examined comparable ways on the Tremendous Bowl. In 2009, Denny’s supplied Tremendous Bowl viewers a free Grand Slam breakfast on the Tuesday following the sport.

Popeye’s bought its begin in fried rooster, however grew to become higher identified in some components of the nation for its cajun seasonings and New Orleans flavors and aspect dishes. The corporate launched a large salvo amongst rooster rivals when it debuted a chcken sandwich in 2019 in a bid to tackle Chick-fil-A. The product gained viral traction and Popeyes was offered out in its early days of providing the product. The momentum gained from the rooster sandwich, says Siddiqui, gave Popeyes confidence it may fare effectively on the Tremendous Bowl.

Along with Ghost Pepper, the brand new wings are additionally out there in Candy ‘N Spicy, Honey BBQ, Roasted Garlic Parmesan, and Signature Sizzling variations. Siddiqui believes the truth that Popeyes followers can get wings delivered will add to their enchantment.

“This can be a long-term recreation for us,” says Siddiqui. “We’re going to proceed to develop this, innovate with sauces. We hope that the wings actually take flight in the course of the Tremendous Bowl.”