Popeyes — Memes for Fries
A little girl side-eyeing the camera became the face of Popeyes, turning a viral moment into a nationwide campaign.
Fig. 01 — Annotated creative
In 2023, a viral meme known as "side-eyeing Chloe" showed a little girl looking unimpressed by a surprise trip to Disneyland. Popeyes, in a stroke of genius, noticed she was standing right next to one of their restaurants. They tracked her down, now a teenager, and recreated the photo, this time with her holding Popeyes food, effectively turning a meme into a marketing asset and a new name, image, and likeness (NIL) deal for the meme star.
This campaign is a masterclass in cultural listening and rapid-response marketing. Instead of manufacturing a moment, Popeyes identified an organic one and inserted itself authentically.
The core insight here is that internet culture is fleeting, but also powerful. By recognizing their brand in the background of a viral photo, Popeyes found a way to connect with a younger, extremely online audience without seeming like they were trying too hard. They didn't just repost the meme; they extended its life, creating a "where are they now" moment that played on nostalgia for a meme that was only a few years old.
The execution was simple but effective. They didn't need a massive production budget. The power came from the authenticity of bringing the original person back to the original location. This move transformed a piece of user-generated content into a Popeyes-owned asset, complete with a NIL (Name, Image, Likeness) deal for the girl, Dieunerst Collin. This is a sharp move, showing they understand the creator economy and are willing to reward individuals who inadvertently provide them with brand exposure.
The media strategy was perfectly aligned with the concept: it lived primarily on social media, the very place the meme was born. This ensured it would be seen and shared by the audience who understood the reference, generating massive earned media and reinforcing Popeyes' image as a brand that "gets the internet." The campaign is a prime example of how to leverage cultural moments without commandeering them, turning a simple coincidence into a significant marketing win.