The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Social Post / Single
Annual ID
OS_SM20_008S
About the Work
Last summer, a two-word, unpaid tweet made Popeyes 2019’s hottest brand, sold a 10-week supply of Chicken Sandwiches in eight days and forever changed their business. When Popeyes launched its Chicken Sandwich to compete with category frontrunner Chick-fil-A, buzz was okay, but it wasn’t a viral hit. Yet. Then Chick-Fil-A tweeted, “Bun + Chicken + Pickles = all the [heart] for the original.” Social listening showed that Chick-fil-A’s anti-LGBTQ stances made them a guilty pleasure for many, so we knew the right tweet could unleash an army. And over the previous year, we’d perfected our Twitter voice and built a very engaged fanbase, especially among Black Twitter. So we knew what to say and when to pounce. We quickly responded with a perfectly on-brand, “...y’all good?” It worked. Popeyes 4,000 sandwich tweets a day turned to 140,000 a day (Crimson Hexagon + Brandwatch). Black Twitter made memes, celebrities posted without getting paid, talk show hosts joked and lines wrapped the block. Popeyes had its best sales in two decades (CNBC). Store traffic rose 256%, stabilizing five months later at 40% higher than before (Sense360). And this two-word, unpaid tweet earned 8 billion impressions worth $87 million (Cision).
2020 Awards
Total Points: 15
Silver Pencil
Credits
Agency
GSD&M / Austin
Chief Creative Officer
Jay Russell
Creative Director
Leigh Browne
Jon Williamson
Executive Producer
Erika McKay
Group Creative Director
Tom Hamling
Product Manager
Linda Nhan
Lindsay Wakabayashi
Lucas Fiser
Christie Lyons
Social Media Manager
Gracen Cohen
Creative Team
Stephen Litner
Dina Zolan
Account Team
Carrie Hines
Liam Doherty
Lacey Bobo
Morgan Spencer
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