Wendy’s challenged us to drive local market awareness and trigger trial of the QSR’s award-winning core menu items. We also were charged with aggressively communicating Wendy’s point-of-difference versus direct bacon competitors (McDonald’s, Burger King, Chick-Fil-A).
Wendy’s has 50% share of the bacon cheeseburger category #1-selling bacon cheeseburger in the world Others treat bacon as a topping, usually cooked or rubberized in microwaves
We selected Spotify as our media partner to bring Wendy’s sizzling point-of-difference to life via distinct Talent and/or Content that best targeted loyal customers and bacon lovers.
Together we leveraged ASMR, or Autonomous Sensory Meridian Response. The custom creative focused on triggering a physical reaction, resulting in craving Wendy’s Bacon.
ASMR proved to break through the clutter of ads Spotify users typically hear and effectively promoted Bacon products available at Wendy’s. The Bacon ASMR spot drove positive year-over-year increases for Wendy’s, with some markets up as high as +8% in same store sales!