Wendy's: Webeefin?

Wendy's, the fast food chain, created a hip hop song calling out its competitors in the US, which helped the brand achieve more than 3.6 million streams.

Campaign details

Advertiser: Wendy'sBrand: Wendy'sAgency: VMLY&R Kansas CityCountry: Unites States

Objectives

To reach this important audience in a unique way from our competitors, we set up the following objectives:

Commercial Objective — Recoup our test-and-learn investment in our newly created media channel.

Marketing Objectives — Get the 18- to 34-year-old ad-adverse consumer who is actively paying to avoid advertising to listen to, engage with and talk about Wendy's.

Communication Objectives— Create relevancy with our target consumer and generate media coverage for Wendy's new media channel by blurring the lines between...

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