An ad you hear when you crumple it up. 

​

What do most people do with a print ad? Crumple it up and throw it away. So what if that was the ad? When it comes to Popeyes, the crunch of their signature crispy chicken is an iconic sound that’s specific to the hand-battered recipe exclusively at Popeyes. And then it clicked. Popeyes Crunchy Prints; a print ad that sounds exactly like the famous crunch of Popeyes Crispy Chicken when it’s crumpled up.