Analysis of Nominated Works in PR - Popeyes 50+

Before announcing the Cannes Lions 2023 winners for Public Relations, I would like to analyze the nomination work from the PR sections. There are a total of 163 nominations for this year. Among these excellent works, Popeyes's 50 anniversary "50+" campaign is worth sharing whether they will win the awards.

For a company or a brand, hitting 50 years is a celebration, while for a person might not be the case. Popeyes consider Mexico's cultural context; 90% of job offers are unavailable to people over 50. Society ignores their physical fitness, work experience and other factors and turns away from this group of people who continue to work and are passionate about their work just because of their age.

According to Popeyes's research, 50% of Mexicans over 50 stays unemployed with good health conditions, while many job vacancies in the market in Mexico need to be filled. Popeyes targeted traditional media publicly to hire these senior workers into neighborhood Popeyes restaurants.

From the creativity perspective, this campaign creates a good solution for the given socio-economic circumstances in the country. The company hired over 1400% more employees over 50 at Popeyes stores in the city's capital and other Mexican states, exceeding the expected number of vacancies.

At a time when many companies are focused on new technologies, the company uses a focalized digital campaign with a strong PR campaign, including traditional media: print, buses OOG, and handouts to reach seniors who are over 50.

In addition, Popeyes expanded the opportunities for other big companies, inviting other people and bands to join the project and giving a second chance to these senior workers.

This campaign greatly raises awareness of Popeye's 50th anniversary and main functional benefits by focusing on 50+ this number, drawing the spotlight on these senior workers and the brand's anniversary.