Background
Wendy’s decided to update its signature 4 for $4 value meal (a sandwich, fries, chicken nuggets, and drink for $4), introducing a new spicy chicken sandwich as an option. The task was to generate attention on the 4 for $4’s new look before spending money on paid media.
Fast food value meals aren’t the sexiest things to talk about. The task was to find a way to capture people’s attention and get them excited about the new 4 for $4.
The usual product and price promotion messaging would not cut it.
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