Background
Wendy's has announced the upcoming launch of a Spicy Chicken sandwich with Garam Masala, an Indian-inspired flavor, served with Mint Chutney. The sandwich is set to debut in the Spring of 2022 and will be priced at $7.99. It has been reported that the campaign for this launch has a budget of $10 million.
Challenge
A survey conducted by Segmanta in 2020 revealed that Wendy's has weak appeal among Generation Z and Millennials in terms of fast food.
Objectives
Our objective is to increase brand recognition by launching a new product in the spring of 2022. We aim to boost sales by targeting customers who are passionate about world cuisine and enjoy spicy foods.
Goal
Become aware of our brand and help us raise our brand awareness. Give Wendy's new sandwich a try and let yourself be tempted by its delicious taste.
Target audience
We cater to individuals with low to medium income who have an interest in Indian cuisine, particularly those who have a fondness for spices and herbs. We also serve those who enjoy the hot and spicy flavor profile, as well as those who appreciate world cuisine.
Persona & Tone
Jacky is a 20-year-old residing in New Jersey. After finishing his part-time job, he usually opts for Wendy's for dinner as it is convenient for him. He often purchases from Wendy's through food delivery platforms. In his free time, he likes to watch video games and sports games.
Tone
They express a strong desire to expand their knowledge and find the world to be full of excitement and wonder.
Insight
Due to COVID-19, many individuals have found it challenging to travel internationally and may have forgotten what the process entails.
Big Idea
Wendy offers you the opportunity to embark on a culinary journey through the flavors of your taste buds.
When & Where
1, Play video games and have fun with friends on Twitch
Looking for a fun way to spend time with friends? Check out Wendy's unconventional approach to social marketing on Twitch! They've partnered with popular games like Apex Legends, Fortnite, and All Games to bring you exciting E-Sport sessions. Join in on the fun and get gaming!
2, Watch sports games
For example, consider aligning the campaign with the spring season of popular sports leagues such as MLB, NBA, or American Football.
Channel & Budget allocation
１、On-line(50%)： Social Media, e.g.FB, Twitter,Twitch
２、Off-line(10%) : OOH, Experiential
３、Partnership(30%) : with Food delivery platform
e.g., Ubereats, Grubhub, Doordash
４、PR Communication(10%) ：Press Release
References :
https://www.scrapehero.com/store/product/wendys-store-locations-usa/
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