Wendy’s Bacon Sizzles on Spotify with ASMR
- 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
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
- 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.