WenDy’s

CONTEXT

As a Strategist at McCann, I was responsible for helping Wendy’s Canada launch their Poutine.

The product tasted really good, but there were a number of things standing in our way.

  • The product was only available in Canada, so there were very limited marketing dollars

  • Adding to that, it was a national launch and there was zero mass media support

  • The brand did not have a social media presence (can you even imagine that?!)

  • They were late to the game in a really crowded marketplace

We needed a disruptive idea that people would want to talk about. We also needed a way to amplify the conversation. And we did both, including convincing the C-suite at Wendy’s US to let Canada have its own Facebook and Twitter accounts. Then we blew the business results out of the water.

My responsibilities included: strategy and creative brief development, social strategy, community management oversight, measurement and analytics

 
 
 

RECOGNITION

  • Canadian Marketing Awards x2

  • Promo Award

  • Shopper Innovation Award

  • Wendy’s Diamond Award for Excellence

  • Webby’s, Honoree

 
 

CREDITS

  • Wendy’s (Client): Lisa Delatroz

  • McCann (Agency): Strategy // Zach Lieberman; Account // Denise Wong, Louise Clements, Francine Boldovitch, Sandra Avey, Auggie Senis; Creative // Dave Stubbs, Duncan Porter, Marc Melanson, Aaron Woolfson, Isabelle Santiago; Social // Andrew Panterescu

My sincere apologies if you, or anyone else who should be, are not listed. Please contact me and I’ll fix it immediately.