Popeyes is a popular fast food chicken restaurant chain that was founded in 1972 in New Orleans, Louisiana. Since its founding, Popeyes has grown to over 3,000 locations worldwide and has become well-known for its spicy New Orleans-style chicken, biscuits, and other regional fare. But what is the iconic slogan that Popeyes has used in advertising and marketing over the years? Here is an in-depth look at the history and evolution of the Popeyes slogan.
Popeyes’ Original “Love That Chicken” Slogan
The original slogan used by Popeyes since its founding in 1972 was “Love That Chicken”. This simple, catchy phrase emphasised the brand’s focus on serving high-quality chicken dishes made with care and authentic Louisiana-style seasonings.
“Love That Chicken” was featured prominently in Popeyes’ early newspaper and television advertisements throughout the 1970s and into the 1980s. The slogan conveyed a sense of passion and excitement around the brand’s signature fried chicken offerings. During these initial decades, Popeyes wanted to get the core message across to consumers that its chicken was uniquely delicious and worth getting enthusiastic about.
Transition to “Gotta Love That Chicken” in the 1980s
In the 1980s, Popeyes sought to update its slogan to better connect with modern consumers while still retaining its classic “Love That Chicken” messaging. The revised slogan became “Gotta Love That Chicken”, incorporating a more conversational, trendy tone using the slang term “Gotta” instead of “Love”.
This updated slogan was part of a larger brand repositioning and marketing push by Popeyes in the 1980s. While continuing to emphasise the authentic, Louisiana-inspired chicken recipes, Popeyes also wanted to cultivate a more contemporary, fun brand personality. “Gotta Love That Chicken” aligned with this approach and was utilised in all new TV spots, print ads and in-store marketing materials.
Return to “Love That Chicken” in the 1990s and Beyond
By the 1990s, Popeyes had grown into one of America’s largest and most successful quick service chicken chains. Around this time, the brand decided to return to its original “Love That Chicken” slogan, which it felt better encapsulated the core spirit that had made Popeyes famous.
Consumers responded positively to the return to the vintage “Love That Chicken” phrase, which invoked nostalgia for Popeyes’ early roots while still communicating its passionate commitment to quality chicken. From the 1990s onward until present day, “Love That Chicken” has remained the Popeyes slogan and is now one of the longest-running and most iconic taglines in fast food advertising history.
Key Slogan Facts
- Original launch slogan in 1972: “Love That Chicken”
- Updated slogan in 1980s: “Gotta Love That Chicken”
- Return to original “Love That Chicken” in 1990s-present
- One of the longest-running fast food slogans
Use of “Love That Chicken” in Advertising Over the Decades
Popeyes has incorporated its “Love That Chicken” slogan into print, radio, television and online advertisements in memorable ways throughout the brand’s evolution:
- 1970s – Newspaper/magazine ads and TV commercials frequently just ended with the catchy “Love That Chicken” tagline voiced aloud or displayed prominently.
- 1980s – “Gotta Love That Chicken” was sung or chanted in upbeat, funky TV and radio spots to establish trendy brand personality.
- 1990s – Return to “Love That Chicken” in slower, “soulful” singing executions on TV to reconnect with brand heritage.
- 2000s – Increased emphasis on chicken preparation close-ups with “Love That Chicken” stated in bold, “larger than life” text.
- 2010s – “Love That Chicken” incorporated into social media campaigns and digital ads featuring chicken imagery.
This long-running slogan provides a nostalgic thread throughout Popeyes’ advertising history while remaining highly adaptable across all media formats.
Significance and Impact of “Love That Chicken” Slogan
Popeyes’ loyal and consistent use of its iconic “Love That Chicken” slogan has contributed significantly to the brand’s identity, recognition and lasting pop culture impact over the decades. Some key ways the slogan has influenced Popeyes’ trajectory and reputation include:
- Distinctive Brand Identity – Leads to high brand awareness and recall.
- Customer Connection – Slogan taps into enthusiasm for chicken.
- Competitive Differentiation – From KFC and other chains.
- Pop Culture Reference – Often cited/parodied in media, entertainment.
- New Orleans/Louisiana Link – Reinforces regional culinary heritage.
Despite periodic updates, Popeyes stayed true to its original slogan and key messaging, resulting in a coherent, memorable brand image that resonates with consumers across generations.
Conclusion
From its inception in 1972 until today, Popeyes’ “Love That Chicken” slogan has proven one of the most effective and iconic taglines in fast food history. The simplicity and passion of the phrase captures the essence of the brand and its crave-worthy, Louisiana-inspired chicken. While briefly updated in the 1980s to “Gotta Love That Chicken”, Popeyes ultimately returned to its tried-and-true slogan in the 1990s. “Love That Chicken” endures as the Popeyes slogan today because it powerfully conveys the sensory joy, enthusiasm and brand loyalty that Popeyes aims to generate. When asked “What is the Popeyes slogan?”, fans immediately know to respond “Love That Chicken”, demonstrating the deep brand awareness and meaning created by this legendary tagline over the past 50 years.