-By Gregory Solman, Adweek

Omnicom's GSD&M Idea City said it has added media duties on the $40 million Popeyes Chicken & Biscuits business.

The shop, which was awarded creative chores two months ago, will now also handle national, regional and local planning and buying for the AFC Enterprises chain. Media had been handled at various levels by agencies including DiMeo & Co., Chicago; FKM, Houston; Seventh Point, Virginia Beach, Va.; TM Advertising, Irving, Texas; and Kirby Halpin, Cincinnati.

Dick Lynch, Popeyes CMO, said in a statement that the agency's "integrated approach will make them an even more vital partner in moving our brand forward."
 
"They understand the Popeyes' brand. They also have the infrastructure, the media resources and the account services to service us nationally," he said in a phone interview later this afternoon. "We're a national brand, but we have lots of local marketing needs and they demonstrated the ability to not only serve those needs, but to really take that understanding of Popeyes and push it right to the next level."

The first work is expected to appear this month, promoting various new products and Popeye's new logo. Instead of Popeyes, Chicken & Biscuits, the new logo now says "Popeyes" in orange letters, with "Louisiana Kitchen" in white letters against a red backdrop on the bottom.  

A 15-second spot airing Monday shows a chef, named Ed, interviewing real-life customers inside the chain. To convey Popeye's message of "slow cooking meets fast food," Ed tallies the time needed to prepare the new Popeye's chicken wrap. "We start off marinating that chicken for 12 hours. At $6 an hour labor, that wrap should cost you $72." The wrap, which came out two weeks ago, currently sells for $1.49.

"The profile of Louisiana is what makes our product distinct. We are marinated in Louisiana seasoning. That's a fact and we saw this and thought, "What a terrific way to differentiate this brand in the world of quick-service restaurants,'" Lynch said of the new logo design.

"Popeyes is a great brand with a long tradition of serving a unique, quality product," said Duff Stewart, agency president and COO. "We're proud to be their partner in growing their business and we're honored they've entrusted us with these expanded responsibilities."
 
The Atlanta-based client spent $40 million in measured media in 2007 and $15 million through May 2008, according to Nielsen Monitor-Plus.