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.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Social Post / Real-time Response
Annual ID
OS_SM20_016B
About the Work
Last summer, a real-time response 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.” We’d been listening carefully on social and seen 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-per-day sandwich tweets turned to 140,000 per 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, real-time response earned 8 billion impressions worth $87 million (Cision).
2020 Awards
Total Points: 10
Bronze 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
Related Awards
