If there’s anything 2019 taught Popeyes, it was that Twitter can be a vehicle to turn any moment into a huge opportunity (#chickensandwichwars comes to mind…). When the Louisiana-based brand saw people on the social media app comparing Ivy Park x Adidas’s latest collaboration to its uniforms, a marketing plan was hatched.

Beyoncé dropped the latest iteration of her clothing line, Ivy Park, in collaboration with Adidas earlier in January and it has since sold out, but the colors reminded a certain QSR chain of its own uniforms.

Popeyes thought the clothing line, all maroon and orange, mimicked its uniforms and now-famous chicken sandwich. In fact, according to a release from the chain, the performer holds a “Popeyes for life card.”

Fans were the first to point out the similarities when Beyoncé’s collection dropped.

Starting today, fans can purchase a new line of clothing from Popeyes available at www.thatlookfrompopeyes.com, where 100% of the proceeds go to the Popeyes Foundation, a charity that aims to “strengthen our communities with food and support in times of need.”

(read more at nrn.com)