The Situation

‘Twas the midst of the great chicken sandwich wars of the 2020’s. Wendy’s JA wanted to increase/ maintain market share by launching their Classic Chicken Sandwich while also pushing their Spicy Chicken Sandwich.  However, Wendy’s JA doesn’t have the spicy personality (pun intended) of its witty, twitter-happy American counterpart.  So how did Wendy’s JA cut through the noise, and enter the battlefield?

The Solution

By letting our customers make the “noise” instead. We launched a 360 campaign with a radio activation that invited our customers to create original jingles about the 2 chicken sandwiches for a chance to win coupons and other prizes. It was compulsory to include certain phrases that spoke to our differentiating factors such as freshness, white meat etc. We leaned into our secret sauce…quality, and made our customers create the hype.  Less Talk, More Taste.