News

Wendy’s goes after Millennials with ‘90s nostalgia, Spotify partnership

July 11, 2014

Wendy’s #PretzelLoveSongs campaign officially released a new video from R&B group Boyz II Men this week, promoting the return of the brand’s pretzel bacon cheeseburger and pretzel pub chicken sandwich. Boyz II Men’s “Yes, Yes, Yes!” video and song interpret (in an over the top way) Wendy’s fans social media “love” for the pretzel offerings.

CMO Craig Bahner said in a news release that the band’s participation is aimed toward the Millennial demographic.

"We know Millennials are passionate about ‘90s nostalgia, music and humor — and Boyz II Men delivered on all three in its rendition of #PretzelLoveSongs," he said.

Boyz II Men's video is the second in Wendy's #PretzelLoveSongs video series. The series will be included on charts throughout the summer, via Wendy’s partnership with Billboard, Vevo and Spotify.

Each #PretzelLoveSongs video will appear on Billboard's most popular chart, the Hot 100, and help launch the Billboard Artist 100, the release said.

Wendy's #PretzelLoveSongs video series also marks the first time it has partnered with Vevo. Fans of #PretzelLoveSongs can add the tunes to their Spotify playlist.