Wendy's

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2X Click-Through Results
#1 Selling Bacon Cheeseburger in the World
1 Custom ASMR Spot Triggering Countless Cravings

Wendy’s Bacon Sizzles on Spotify with ASMR

Challenges:

  • Drive local market awareness and trigger trial of Wendy’s award-winning core menu items
  • Aggressively communicate Wendy’s point-of-difference versus direct bacon competitors (McDonald’s, Burger King, Chick Fil A)

 

The Wendy’s Difference:

“Fresh, Never Frozen,” especially when it comes to bacon.

  • 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
  • Wendy’s reminds everyone they are the Holy Grail of bacon

 

The Approach:

Sought a media partner to help bring Wendy’s bacon point-of-difference to life via distinct Talent and/or Content that best targeted loyal customers and bacon lovers.  We selected Spotify as our partner to develop Bacon messaging.

  • Together we leveraged ASMR, or Autonomous Sensory Meridian Response, which signifies the subjective experience of “low-grade euphoria” characterized by a combination of positive feelings and a distinct static-like tingling sensation on the skin.
  • The custom creative focused on triggering a physical reaction, resulting in craving Wendy’s Bacon.
  • Local markets included: Albany (NY), Atlanta, Charlotte, Cincinnati, Columbia (SC), Dayton, Greensboro, Jacksonville, Miami, New York, Orlando, Raleigh, Richmond, Tampa, Virginia Beach, Washington DC, Wilkes Barre

 

Results:

  • 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 generated 2x the click-through results of other Spotify creative running during the same time period as well as Q3 as a whole.

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