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Wendy's digging for 'old' in America's freezers

October 31, 2016 by S.A. Whitehead — Food Editor, Net World Media Group

This should be … well … interesting, and gross at the same time. Wendy's latest promotion is centered around finding the oldest food item in American freezers. 

The campaign is built around Wendy's "fresh, never frozen" catchphrase but also manages to build up its social media presence, while delivering a firm, but swift kick to all those customers, who according to research, are eating at home more frequently, rather than heading to restaurants.

The "Freezer Expedition" campaign invites Americans to dig through the layer of ice encrusting their ancient freezer artifacts and then snap a picture or take a video to post the to the chain's Twitter or Instagram pages using the hashtags, #FreezerDig and #Sweepstakes. 

To drive a continued flow of new and gross photos, the chain is giving one person each day a year of free Wendy's hamburgers for the most ancient frozen bundle of joy shared on social media. The chain is even using a video series of two freezer archaeologists on "expedition" in American freezers to inspire participation in the contest, beginning tonight at midnight and running through Sunday, Nov. 20 at 11:59 p.m. EST.

The brand has also established a special contest website, freezerdig.com, to give the lowdown on all the intricacies of this campaign, which will award a free year's worth of burgers to one fan each day for the oldest frozen find for three weeks. 

About S.A. Whitehead

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Pizza Marketplace and QSRweb editor Shelly Whitehead is a former newspaper and TV reporter with an affinity for telling stories about the people and innovative thinking behind great brands.