The chicken sandwich wars have inspired Popeye’s to invest in digital marketing. Popeye’s held back on a TV campaign for their sandwich, in favor of letting a “well timed” tweet grow interest organically. It worked, and sales increased 10.2%, making it their most successful product launch in years—without a single TV ad. Now they’ll be increasing digital spending up to 30% in the next few years. Meanwhile, McDonald’s is now testing its own Southern-style Crispy Chicken Sandwich. (WSJ, CNBC)
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