National Biscuit Day is an annual celebration at southern-style fast food chain Popeyes dedicated to the iconic side dish. Potentially Popeyes' most popular menu item, the buttermilk biscuits are like an indulgent version of a scone and are available for free with any purchase at participating locations on National Biscuit Day, May 14, 2015.
To promote National Biscuit Day and cultivate a conscious celebration, the brand has launched a digital campaign culminating in a dedicated campaign page on the website filled with mouthwatering GIFs and a thorough "epic history of Popeyes biscuits."
The campaign also inspired the creation of a series of clever Valentine-style e-cards that ask important and romantic questions like, "be my biscuit?" The campaign is also getting support with a branded hashtag (#biscuitlove).
Why This Trend Is Growing
- Digital Celebration Campaigns
- Digital campaigns that celebrate an aspect of a brand drive engagement and brand loyalty.
- Customized E-card Campaigns
- Creating digital campaigns (like e-cards) that accentuate a specific brand's vibe can engage consumers and drive brand recognition
- Branded Hashtag Campaigns
- Branded hashtag campaigns (like #biscuitlove) can create viral brand moments and long-term engagement.
Industries Being Reshaped
- Fast Food
- Fast food brands can leverage digital campaigns during the holidays and celebrations to engage with younger consumers
- Digital Marketing
- Digital marketing firms can help fast food brands create digital campaigns that reach consumers and generate brand engagement
- Social Media Marketing
- Social media marketing firms can help fast food brands create viral hashtag campaigns that connect with a younger audience.
