01 — Project details
With millions streaming basketball leading up to the NBA Playoffs, we created a unique delivery moment, elevating the at-home viewing experience.
The Popeyes Most Dunkable Meal, a limited time exclusive to Uber Eats, was launched by the league’s two biggest rising stars, and best dunkers, Ja Morant and Anthony Edwards. Equipped with a custom sauce hoop, the meal brought the joy of dunking directly to your home. Fans couldn’t get enough of the viral-worthy talent mash-up, heightening the existing excitement of Ja and Ant playing against each other in round one of the NBA Playoffs. The meal boasted an unprecedented number of Popeyes signature sauces with a tender for each. Select cities also included a mini-sauce-holding-hoop to dunk them in. And as an ode to the dunk contest, the Most Dunkable Meal was 50% off during the campaign window.
The goal for social? Break into NBA Playoff culture authentically and drive conversation around food, fashion, and hoops for UberEats and Popeyes.
02 — Creative process
Co-led concepting and execution with Executive Creative Director; collaborated with @LeagueFits creators and cross-collaboration with athletes. Multi-platform roll-out across YouTube, TikTok, IG, integrated with broader marketing beats.
03 — Results
20M+ engagements (thanks to co-publishing with @LeagueFits and partner media outlets)
96% positive sentiment (vs 70–75% average)
To tease the meal, we assembled a pre-game look that was worn by our stars as they entered the arena on gameday. The looks were shared across social by @leaguefits – the game’s authority on tunnel walk fashion.
20M+
Engagements
+40%
Increase in Positive Sentiment
+60%
Increase in Engagement