Change, an FCB alliance

Brand: Popeyes

Year: 2025

How do you visually capture the irresistible allure of a product? By using real products, real mess, and instinctive human gestures to fuel desire.

Working with photographer Guillaume Belvèze Abitbol, we launched “Hard to Say No,” a campaign for Popeyes that broke away from traditional advertising codes and reimagined the brands’ visual identity. Across the four campaign visuals, only the ‘YES’ from the end of the logo is visible. There were no slogans, no taglines — just the products speaking for themselves. The ‘YES’ became the instinctive response to visuals that are mouth-watering, where the Cajun fries are golden, the 12-hour marinated chicken is perfectly crispy, and the drink is refreshingly cold.

By turning the logo into a statement of its own, this bold design choice sends a simple, clear message: it’s hard to say no to Popeyes.

Following the launch, brand awareness jumped, particularly among Gen Z and urban audiences — key growth targets for Popeyes — social engagement doubled, and the ‘YES’ device spread across culture. Used on store openings, packaging, and uniforms, the graphic became a signature expression to unify tone across channels, showing how Popeyes didn’t just create a campaign, it created an icon.