Wendy's

Darren Clarke, CCO
Josh Stein, Executive Creative Director
Dan Bennett, Art Director
Paisley McCrory, Art Director
Bill Schaefer, Copywriter
Carolyn Crystal, Copywriter
Emily McKay, Agency Producer
Dustin Rideout, Chief Strategy Officer
Michael Kates, Strategist,

McCann Canada *Lead Agency

Darren Clarke, CCO
Josh Stein, Executive Creative Director
Dan Bennett, Art Director
Paisley McCrory, Art Director
Bill Schaefer, Copywriter
Carolyn Crystal, Copywriter
Emily McKay, Agency Producer
Dustin Rideout, Chief Strategy Officer
Michael Kates, Strategist,

This case demonstrates how rewarding fans for their love, payed off remarkably well in driving sales of Wendy’s Bacon Portabella Mushroom Melt [BPMM] – a burger which had lost its distinctiveness. With less stores than key competitors, the #MeltOn initiative focused on amplifying fan craveability versus the typical QSR communication focus of taste appeal or newness. This approach drove outstanding engagement, extending the campaign’s reach well beyond Wendy’s owned properties. Campaign over campaign, #MeltOn increased sales: 5.5% for BPMM, 10.8% across the large hamburger lineup and 7.8% in same restaurant.