Campaign Strategy and Design
Wendy's Meatless Mania
Promoting a limited-edition meatless menu to wrestling fans who traditionally favor meat, for a brand famous for its beef offerings.
Challenge
Wrestling fans are half as likely to be vegetarian compared to the rest of the population.
Campaign Strategy and Design
Wendy's Meatless Mania
Wendy's
Meatless Mania
Promoting a limited-edition meatless menu to wrestling fans who traditionally favor meat, for a brand famous for its beef offerings.
Promoting a limited-edition meatless menu to wrestling fans who traditionally favor meat, for a brand famous for its beef offerings.
Challenge
Wrestling fans are half as likely to be vegetarian compared to the rest of the population.
A new challenger is entering the ring
Wendy’s is prepared to disrupt the plant-based industry backed by flavor that packs a punch.
Challenge
Wrestling fans are half as likely to be vegetarian compared to the rest of the population.
CULTURAL TRUTH
Plant-based diets have a feminist association
CULTURAL TRUTH
CULTURAL TRUTH
Plant-based diets have a feminist association
Plant-based diets have a feminist association
79% of US vegetarians are female.
79% of US vegetarians are female.
CONSUMER TRUTH
CONSUMER TRUTH
Wrestling fans want to feel in control of their decisions
Wrestling fans want to feel in control of their decisions
They are 1.9X more likely to believe being in control is important.
They are 1.9X more likely to believe being in control is important.
CONSUMER TRUTH
Wrestling fans want to feel in control of their decisions
CATEGORY TRUTH
CATEGORY TRUTH
The fast-food industry has mocked meatless options
The fast-food industry has mocked meatless options
We ask ourselves: Why mock a product you are proud to produce?
We ask ourselves: Why mock a product you are proud to produce?
CATEGORY TRUTH
The fast-food industry has mocked meatless options
BRAND TRUTH
BRAND TRUTH
Wendy’s is unapologetically real
Wendy’s is unapologetically real
Both on their social media and in their food, Wendy's is edgy and challenging.
Both on their social media and in their food, Wendy's is edgy and challenging.
Wendy’s is unapologetically real
BRAND TRUTH
A new challenger is entering the ring
Wendy’s is prepared to disrupt the plant-based industry backed by flavor that packs a punch.
A new challenger is entering the ring
Wendy’s is prepared to disrupt the plant-based industry backed by flavor that packs a punch.
Approach
Approach
Approach
We employed the 4Cs approach—analyzing insights on the company, consumer, culture, and category—to identify a strategic entry point.
We employed the 4Cs approach—analyzing insights on the company, consumer, culture, and category—to identify a strategic entry point.
We employed the 4Cs approach—analyzing insights on the company, consumer, culture, and category—to identify a strategic entry point.
Reflection
Reflection
Reflection
The project was a significant learning experience for me. While the requirements were limited, I hope to continue developing assets for it and exploring its potential further.
The project was a significant learning experience for me. While the requirements were limited, I hope to continue developing assets for it and exploring its potential further.
The project was a significant learning experience for me. While the requirements were limited, I hope to continue developing assets for it and exploring its potential further.
Behind the Scenes
Behind the Scenes
Behind the Scenes
Project Management: Tyler Prince, Mac Wheeler, Olivia LarsonData: Alex Gergley, Jiayi DengStrategy: Katie Buzzini, Vanshika Harlalka, Isa BrunaCreative: LoRae Dortch, Vanshika Harlalka, Karin Linne
Project Management: Tyler Prince, Mac Wheeler, Olivia LarsonData: Alex Gergley, Jiayi DengStrategy: Katie Buzzini, Vanshika Harlalka, Isa BrunaCreative: LoRae Dortch, Vanshika Harlalka, Karin Linne
Project Management: Tyler Prince, Mac Wheeler, Olivia LarsonData: Alex Gergley, Jiayi DengStrategy: Katie Buzzini, Vanshika Harlalka, Isa BrunaCreative: LoRae Dortch, Vanshika Harlalka, Karin Linne