Wingstop: 4/20 High-Atus

Wingstop, a restaurant chain, celebrated 4/20 in the US by creating a sequential ad series on streaming, broadcast and video services that encouraged consumers to take a break from binge watching and settle their cravings with its wings.

Campaign Purpose

In 2018, marijuana had started to reach mainstream acceptance. Through social listening, we discovered more than 23,000 posts that mention Wingstop and weed together. That's no coincidence. That's a giant invitation for a 4/20 date.

Through additional audience insights, we found that Wingstop fans planned on celebrating 4/20 with hours of binge watching in front of multiple screens. We had dabbled in connecting Wingstop with the national holiday in recent years, but data (and the growing popularity and acceptance of weed in American culture) presented us with an opportunity to do something bigger.

Campaign Objectives

As this campaign...

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