Award Winning Stories: How Wendy’s took Fortnite by storm

Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.

McKay Hathaway, VMLY&R’s group creative director, discusses the story behind a campaign the agency created for Wendy’s, which took the fast food chain onto uber-popular video game Fortnite, and which had players gleefully destroying fridges and fighting for non-frozen beef.

He talks about where the concept – which used the game’s food fight event to promote the fast food brand – came from, and the huge social media response it gathered as a result.

Ultimately, the campaign was a winner at The Drum Awards for Social Media, picking up the Grand Prix and winning the Most Innovative Use of Social campaign too.

Find more stories and insights about award winning work at The Drum's Case Study section.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.