MIAMI – The power of social media is once more on display as Burger King announces the return of chicken fries after a grassroots social media campaign garnered a lot of attention, Marketing Daily reports.

The chicken strips shaped like fries originally debuted in 2005, but were cut from the menu in 2012. In early February 2014, Burger King noticed a lot of Twitter chatter about the chicken fries, which prompted the company to bring back the item for a limited time in August 2014, while promising to reinstate the chicken fries sometime in 2015.

Interest ran high among high school and college-age customers, said Adam Gagliardo, senior director of media and communications for Burger King, during a keynote address at this week’s MediaPost Mobile Insider Summit. “We realized there was definitely an opportunity here.”

To capitalize on the social media buzz, Burger King targeted consumers under the age of 24 who already proved to love the product. “The macro trend that we wanted to capitalize on from a digital perspective was the rising growth of Instagram,” said Gagliardo. “Teens are saying that Instagram is the most important social network to them, so that’s where we needed to be.”

The company leveraged that interest through an Instagram campaign surrounding the hashtag #chickenfries. The campaign has paid off with heightened interest in chicken fries, which will soon be permanently added to the menu.