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Wendy's
Igniting the Relaunch of Spicy Nuggets
RAN IN: United States
CLIENT
Wendy's
Carl Loredo, Chief Marketing Officer
Jimmy Bennett, Vice President, Digital, Media & Partnerships
Frank Vamos, Director, PR
Kristin Tormey, Social Media Strategist
AGENCY
John Godsey, Chief Creative Officer, North America
Derek Clark, Executive Creative Director
Bret Smith, Managing Director, Strategy & Insights
Kelly Gartenmayer, Group Director, Client Engagement
McKay Hathaway, Creative Director
Charles Gooch, Director, Connections
Matt Keck, Associate Director, Conversation Design
Alison Radke, Associate Creative Director
Jeremy Cline, Senior Analyst
Brian Bockelman, Copywriter
Samantha Schuster, Supervisor, Connections
Conor Clarke, Senior Art Director
Colin Belmont, Supervisor, Client Engagement
Jayne Andrews, Account Manager
Ketchum
Chip York, SVP, Creative Director
Spark Foundry
Kayla Englot, Associate Director of Content
SUMMARY
Could Wendy’s turn a cult following into a national phenomenon with the relaunch of Spicy Nuggets? Wendy’s discontinued Spicy Nuggets in 2017 – but customers on Twitter demanded their return. Our secret: we planned to, only after establishing consumer urgency. Absence makes the heart grow fonder.
In 2019, amidst zero category growth, we challenged Twitter users to earn them back in a viral tweet moment. The scarcity mindset we fostered drove a feeding frenzy at launch, with sales 40% above forecast and 26% of sales from new/lapsed customers.
CASE VIDEO
Hero Medium: SOCIAL MEDIA
Medium Featured On Video: RADIO,SOCIAL MEDIA,TV,Earned PR/Media
Audience: Wendy's Twitter Followers
Objectives: Increase sales, volume
Type: Business to Consumer
Language: English
