Popeyes wants to wing it in a TV venue typically reserved for selling pizza and beer.

Viewers of CBS’ February 11 broadcast of Super Bowl Lviii will in the first quarter see the first Big Game commercial in the restaurant chain’s history – all aimed at getting the crowd to have a hankering for chicken wings rather than something else. Popeye’s will announce that five different flavors of wings will become permanent items on the menu and make an intriguing proposition: patrons can get a free order of 6-piece wings at participating restaurants in the USA and Canada if a football team that has wings in its name, logo, or on its mascot wins the Super Bowl

“If you’re going to do something to be part of the Super Bowl, you want to have something relevant to say,” notes Sami Siddiqui, president of Popeye’s U.S. operations, during an interview.