Though it may be Howie’s first time hearing about this development in chicken wings, Super Bowl LVIII isn’t the first time the world has heard about them. Popeyes’ chicken wings debuted as part of the permanent menu in 2023, and the chain has released a series of short ads promoting them over the last five months.
The wings are now available nationwide, all the time, at $5.99 for a six-piece box. The five flavors are ghost pepper dry rub, sweet ‘n spicy, honey BBQ, roasted garlic parmesan, and signature hot.
Popeyes has been prepping for the launch of this commercial since January. As the Playoffs started, it had teased a possible deal, a BOGO offer called “Wings for Wings”: If any NFL team with wings won Super Bowl LVIII, customers would score free wings. But that was when the Baltimore Ravens and Philadelphia Eagles were still in contention. With the Chiefs and the 49ers facing off this year, the deal never took off, and Popeyes hasn’t announced another to take its place.
Still, the ad’s placement in the first quarter of the big game is guaranteed to get the word out about Popeyes’ new wings: Over 110 million people watch the game. As Sami Siddiqui said, “Football and wings is the all-American pairing, so we couldn’t think of a better time to go all-in on launching our new wing lineup than during the Super Bowl.”