A RUDE AWAKENING.

While Gen Z was loving Wendy’s lunch and dinner menu, they weren’t nearly as interested in our breakfast. In fact, they had the lowest level of trial out of all age groups.

VIBE WITH GEN Z.

Through qualitative research we found out Gen Z’s favourite item at Wendy’s was our Chicken Strips. The question then became: How can we use Gen Z’s love for our Strips to bring them to breakfast?

RISE AND SHINE.

If they like it, they will come. So, we set out to increase awareness, interest, and love for Wendy’s breakfast across our social platforms. We focused especially on TikTok, a platform predominantly used by Gen Z.

THE STRIP-CIDENT

How a rogue Chicken Strip got Gen Z to love Wendy’s breakfast.

WE DROPPED A CHICKEN STRIP. GEN Z DROPPED A NEW MENU ITEM.

It all started when we dropped a single Chicken Strip into an order of French Toast Sticks. One TikTok food hack and a couple million views later, and Gen Z had officially invented their first menu item at Wendy’s. It combined their favourite food, Chicken Strips, with one of our newest breakfast items, French Toast Sticks. The Internet embraced their creation, ordering Strips and Sticks before they even existed on our menu. Then we launched Nation-wide, telling the story of The Strip-cident and making the combo available at every Wendy’s in Canada.

WAS IT FATE, DESTINY, OR SYRUP-DIPITY?

As it turns out, the creation of Strips and Sticks wasn’t any of those things. It was strategy. Chicken Strips are one of Wendy’s most popular items with Gen Z. So, to get them to show up in the morning, we combined their favourite food with our French Toast Sticks. Syrup and all. They’re like chicken and waffles, but portable. And dippable. And there’s no waffles.

GREAT, ANOTHER TIKTOK IDEA…

We didn’t put all our Strips in one basket. Sure, we reposted and shared the original “Strip-cident” video on TikTok, but we also recruited food reviewer influencers to try the creation on Instagram and Facebook, ignited the conversation live on Twitch and engaged our audience with whether or not we should make the item “for real” on X. But yeah, fine, TikTok was the main driver for our Gen Z audience.

PLANTING THE STRIP.

We invited a Gen Z micro-influencer to try our French Toast Sticks on us. No strings attached. No expectations. No hashtag ad. In their order, however, we left the perfect bait for a reaction video. A single Chicken Strip. This led to the creation of a viral TikTok and a new menu item.

GOING LIVE.

Canadian Twitch streamer Disguised Toast discussed trying the creation live with his chat, while paid influencers caused a domino effect of people ordering Strips and Sticks before it was even on the menu.

A MATCH MADE AT WENDY’S.

We asked the Internet “Should we make it for real?” The answer was “uh, obviously” and Strips and Sticks were launched Canada-wide. Three Sticks, two Strips, one perfectly portable container.

• Four week campaign

• National reach across Canada, including all Wendy's locations

• Social media including TikTok, Twitch, Instagram, X, Facebook. OLV, TV.

THE STRIP-CIDENT WAS A SUCCESS-CIDENT.

100,000 units sold in just four weeks.

110x the average views on the Wendy’s TikTok page.

3198% increase in engagement.

14,258% increase in play time on TikTok.