News

Wendy's brings back Pretzel Love Songs campaign for new sandwich

October 17, 2013

Wendy's has launched a new #PretzelLoveStories campaign to promote its recently-launched Pretzel Pub Chicken Sandwich.

The campaign debuted with the launch of Wendy's Pretzel Bacon Cheeseburger in the summer, and featured customer's tweets turned into lyrics performed by Nick Lachey in an "over-the-top" video series. The company called the promotion one of the most successful digital campaigns in its history.

The second installment, for the new chicken offering, features Puerto Rican singer/songwriter/actress Roselyn Sanchez. The first video in the new series is now available on Wendy's Facebook page.

According to a news release, the exaggerated #PretzelLoveStories videos pay tribute to the comments made about Wendy's artisan-baked pretzel bun. The videos include classic soap opera scenes — such as dramatic weddings and love triangles — featuring the Pretzel Pub Chicken as the desire of each cast member.

"Roselyn's experience playing comedic and dramatic roles ties perfectly to the telenovela-like themes of the videos," said Liz Geraghty, Wendy's VP of Brand Marketing. "With Pretzel Pub Chicken and the #PretzelLoveStories campaign, we continue praising our fans as the true innovators in this ongoing — and very real — pretzel love story."

Wendy's pretzel sandwiches are available through November. Fans can participate in the new campaign by sharing their love for the options on Facebook or Twitter using the hashtag #PretzelLoveSongs.

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