Popeyes hands US creative to Anomaly in an agency reset
- Aug 4
- 2 min read
Updated: 5 days ago
On 28 July 2026 Popeyes named Anomaly its US creative agency of record, replacing McKinney after three years, and appointed a new roster across Canada creative, comms and CRM — a full reset aimed at brand consistency and value messaging as sales soften.
A full roster reshuffle
Popeyes has overhauled its agency line-up, appointing Anomaly as US creative agency of record in place of incumbent McKinney, which had held the account since 2023. The chain also named Angry Butterfly for Canadian creative, LaForce for US communications and Massive Rocket as its data and CRM partner. CMO Matt Rubin framed the move as a push for greater brand consistency and sharper value messaging.
The reset lands amid recent sales challenges for the fried-chicken chain — a reminder that agency reviews are often a symptom of pressure on the business, not just a creative itch.
Why value messaging is the theme of 2026
Rubin's emphasis on value is telling. Across US quick-service restaurants, brands are fighting a consumer who feels squeezed, and the brief has shifted from indulgence to justifying the spend. Consistency across fragmented channels is how you make a value message stick.
Splitting creative, comms, CRM and data across specialist shops — rather than one integrated agency — is also a signal. Brands increasingly want best-in-class partners per discipline, orchestrated in-house, over the one-stop-shop model.
Marketing Minute's read: a review is a strategy tell
Our take: watch what a brand asks for when it switches agencies. Popeyes didn't just want new ads — it wanted consistency and value, which tells you exactly where the business hurts. The roster split says the CMO wants to be the conductor, not outsource the orchestra.
For marketers everywhere, the transferable lesson is that a pitch brief is a mission statement. Before you review your own agencies, write down the single business problem you need solved; if you can't, a new agency won't fix it.
Quick FAQ
Who is Popeyes' new creative agency?
Anomaly is Popeyes' new US creative agency of record, replacing McKinney, with Angry Butterfly on Canadian creative, LaForce on US comms and Massive Rocket on data and CRM.
Why did Popeyes change agencies?
CMO Matt Rubin cited a drive for greater brand consistency and stronger value messaging, against a backdrop of recent sales pressure.
What's the takeaway for other brands?
An agency review reveals where a business hurts. Define the single business problem first; a new roster only helps if the brief is clear.
— Alicia Morris, Creative & Campaigns Writer at Marketing Minute
Popeyes' roster reset is really a strategy statement: when a brand pitches for 'consistency' and 'value', it's telling you where the business hurts — define that problem before you ever call a review.
When did you last review your agency line-up — and did you write down the business problem before the creative brief?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Marketing Dive and Ad Age.
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Written by Alicia Morris, Creative & Campaigns Writer at Marketing Minute
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