Spicy Garam Masala
Chicken Sandwich Campaign
The Ask
Create a 360 campaign to support the launch of Wendy's new Garam Masala-inspired Spicy Chicken Sandwich, which will retail at $7.99/sandwich.
Role
Strategist
Timeline
One Week
Category
Quick Service Restaurants
Background:
We all know about the Chicken Sandwich Wars... After Popeyes launched their fried chicken sandwich in 2019 (obviously inspired by Wendy's original Spicy Chicken Sandwich back in 1996, duh), more than 20 American chain restaurants had introduced a version of a fried chicken sandwich by January 2021 (*Restaurant Business Online).
By April 2021, roughly 65% of the American population had ordered a breaded chicken sandwich from a quick-serve restaurant within the last 6 months.
(*QSR Magazine).
Herein lies our challenge...
How can we drive excitement for the new Wendy's chicken sandwich in an increasingly crowded chicken segment in the fast-food category, while lacking credentials in Indian cuisine and sitting at a higher price point?
But where there's a challenge, there's also an opportunity:
The opportunity exists to position Wendy's new Garam Masala Spicy Chicken Sandwich as a premium experience (that's still within reach), with a unique flavor profile not offered by any competitors, created by the restaurant that started the Spicy Chicken Sandwich trend, to begin with.
Meet Kelly!
She is a fun-loving, thrill-junkie foodie who loves trying a new restaurant every week. Her college tuition doesn’t leave space for an expensive meal but that’s never stopped her from getting her foodie-fill. She is a firm believer in you are what you eat, and so she only eats deliciously. She was first in line to try Taco Bells’ Mexican Pizza when it made its comeback and she spent hours waiting for a Popeye’s Chicken Sandwich way back in 2019. Honestly, she's hoping to discover new flavors because she's bored of the same old burgers and fries. Feel free to follow her on all social media @orgasmicfoodie.
Insight
Indistinguishable menu items across fast-food restaurants are robbing Americans of new culinary experiences.
Don’t be boring, be bold. Be spicy.
Wendy’s Spicy Chicken Garam Masala Sandwich is the newest premium experience for anyone who is a true fast foodie, brought to you by the people who know Spicy Chicken Sandwiches best.
We don't follow trends. we start them. And we’re doing it again, for a limited time because, in a world where everyone seems to be doing the same old lame old, things can get pretty boring. But you're not boring. You're bold, saucy, and just a bit spicy. You're a trendsetter. So is Wendy's, and so is the new Garam Masala Spicy Chicken Sandwich. If you've got your finger on the pulse of what's new if your friends are always hitting you up for the latest food recs, and you're constantly on the look for what's next: look no further. We're not following the spicy chicken sandwich trend, we started it. And we're about to do it again.
