Wendy’s has launched its latest snack offering – The Pretzel Bacon Cheeseburger – with a multi-platform campaign involving Nick Lachey, famed from 90s boyband 98 Degrees.
The #PretzelLoveSongs campaign, running intensely for four weeks before being pulsed for the remainder of the summer, has aimed to celebrate the fans who love pretzels, bacon and cheeseburgers.
"We're taking fans' comments about this innovative cheeseburger and amplifying their love by turning their actual Tweets and Facebook posts into lyrics for Pretzel Love Songs," said Craig Bahner, Wendy's chief marketing officer.
To kick things off, Wendy’s launched with an event in New York City where Lachey sang fans’ tweets live.
For the wider campaign, lyrics will be created from the social media posts and be featured in five original music videos throughout the summer, with Lachey staring in a finale video.
The marketing activity also includes national TV and radio, Hispanic TV and radio, digital and social media, restaurant merchandising and outdoor billboards.
The Wendy's TV creative, developed by Publicis Kaplan Thalor, has aimed to highlight the ongoing brand transformation of Wendy's menu as well as the Pretzel Bacon Cheeseburger, while its radio creative is titled "Know It All" stars two friends talking about the pub-style new offering.
Wendy's ‘Mucho Mejor’ spot, for Hispanic TV and radio, was inspired by today's Hispanic family minded customers and amplifies Wendy's brand promise messages.
Creative agency Bravo worked on the material for the Hispanic market.
Digital agency BMC developed the online campaign while Ketchup handled the PR.
“It has truly been a collaboration on the marketing effort that surrounds our customers with the Pretzel Bacon Cheeseburger messaging,” Denny Lynch, SVP communications at Wendy's, told The Drum.
Lynch declined to comment on the campaign spend but did say it is one of “the largest efforts of the year.”