Honesty as premium.

Spanish fast food was at an inflection point: indie burgers raising the bar, slow-casual brands redefining good fried chicken, and the category had fallen into exaggerated ingredients and artificial promises. The brand needed to take a leap in the local market by elevating its flagship product to bring it closer to Spanish consumers.

It all started with a workshop: what turns a product into a cultural icon? The Chicken Sandwich had what it needed. Oversized, imperfect fillet. Few ingredients. Twelve hours of marination. A closed recipe. In a category drunk on exaggeration, the sandwich's most distinctive quality was its simplicity and its honesty.

The first step was to codify the product as a long-term brand asset within the Así sí, así yes platform, anchored on three non-negotiable truths: unapologetically real, confidently simple, built with care.

The campaign rolls out across Spain during 2026, and is already generating a positive impact on Popeyes' equity and performance, as The Chicken Sandwich takes its first step as the brand's flagship.