During day one of the Cannes Lions International Festival of Creativity, Popeyes Louisiana Kitchen brought home a Bronze Lion for its 12-hour Drive-thru in the Outdoor Special Build category.

Designed to speak to a broader audience and garner new fans, the stunt highlighted Popeyes’ signature 12-hour marinating process by allowing fried chicken lovers to order food from a stand-alone menu in Texas and pick it up exactly 12 hours later at the flagship Popeyes in New Orleans.