WENDYS | PowerMed Salad
We had to sell a Wendy’s salad that spoke to the target audience, women. But we had to make sure we didn’t alienate our female customers that ate at Wendy’s every week. So we decided to state a simple human truth that everyone could relate to: Being better is hard. Not just the eating better part – every. single. part. And we offered the Power Mediterranean Salad as one easy step towards “being better.”
Social Content Videos
We used subtitles to optimize the videos for Facebook. Our campaign focused on the inner dialogue of women struggling with “being better” – so we just subtitled that inner dialogue.
YouTube Pre-Roll Hack
We found out that P90x was one of the most searched fitness videos on Youtube, so we made pre-roll bumpers that looked almost identical with no skip option. If you searched P90x, our ad came up and made it seem as if your content had already started. But in our version, one of the participants ends up having a hard time “being better” and the salad is offered as an easy alternative. The second most searched? Dance exercises.
Social GIFs
We supported the campaign on Facebook and Twitter with short, snackable “Being Better is Hard” moments. We even made a special post for National Doughnut Day that performed pretty deliciously.
Our Approach
We worked with our strategy team to determine the best times of day to reach our audience when healthy habits were top-of-mind. Mary and I then developed our own communication ecosystem to map our our content and maximize our assets from the shoot across all of Wendy’s social platforms.
