The word “brioche" is a mouthful, and customers were unsure of how to say it. So how were we going to get people to talk about – and order – Wendy’s new Portabella Mushroom Melt on Brioche when they couldn’t even pronounce the key ingredient?
The challenge inspired an idea: We could spark social media chatter and make ordering the sandwich less intimidating by having a Wendy’s spokesman butcher the word “brioche" first. And because people love being the smartest one in the comment box by pointing out a mistake, this was a campaign perfect for Facebook. Sure enough, the comments and shares flooded in. Not only did people enthusiastically point out the mistake, and share it, but they also educated other Wendy’s fans (and Wendy’s) on the proper pronunciation at the same time.
And the payoff? 1.7 million total post engagements. Not only that, but during the five-week campaign Wendy’s earned more than 50,000 new Facebook fans. In the end, “brioche" was demystified. More importantly, people ordered it in droves.
Silver Facebook Studio Award
Bronze Local Kansas City Addy
One Show Honorable Mention
Shorty Awards Honorable Mention
Top 6 on BestAdsonTV.com