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Wendy's leverages Nick Lachey, Hispanic messaging to tout pretzel bacon cheeseburger

July 11, 2013

Multi-platinum recording artist and television personality Nick Lachey has signed on to promote Wendy's new pretzel bacon cheeseburger.

As part of Wendy's marketing campaign for the new offering, Lachey chose his favorite social media posts using the hashtag #PretzelLoveSongs and sang them to a national online audience earlier this week. He also sang two of his hit songs, "I Do" from 98 Degrees, and "This I Swear" from Lachey's debut solo studio album "SoulO."

"I was amazed at all the excitement surrounding the new Pretzel Bacon Cheeseburger," said Lachey. "I had a great time transforming the fans' 'pretzel love' into musical lyrics. I've definitely been converted to an ultimate pretzel bacon cheeseburger fan."

Wendy's "Pretzel Love Songs" is a new, social-by-design digital program that amplifies the social media discussion about the new cheeseburger. To participate, customers are encouraged to try the offering and then, using the hashtag #PretzelLoveSongs, Tweet and post about how much they love it. Each week, Wendy's will turn the most creative posts into love song lyrics, scored and sung by professional musicians and vocalists. Lachey will sing his favorite posts from the campaign for the Pretzel Love Songs finale video in August.

"One of my favorite tweets from a consumer: 'Just took my first bite of @Wendys Pretzel Bacon Cheeseburger and I think my soul just smiled,'" said Craig Bahner, Wendy's chief marketing officer.

The 360 marketing campaign for the pretzel bacon cheeseburger includes national TV, radio, Hispanic TV, radio, digital and social media, restaurant merchandising and outdoor billboards.

Wendy's TV creative leverages a character who "wants any excuse to get an amazing pub-style cheeseburger that his friends are enjoying which, unbeknownst to him, is the pretzel bacon cheeseburger available right around the corner at Wendy's."

Wendy's radio creative is titled "Know It All" and stars two friends, one of whom is surprised to learn that you don't have to go to a "little pub across town" to get the tastes of the pub-style pretzel bacon cheeseburger.

Hispanic advertising adapted for the first time

Wendy's "Mucho Mejor" campaign includes both TV and radio creative tied to the cheeseburger. "Mucho Mejor" loosely translates as "Much Better," and is consistent with Wendy's brand messages.

The TV and radio creative focuses on a young romance alongside attributes of the product. Humor is injected with the surprise that the young couple is sitting among the girl's family at a Wendy's.

For the first time, Wendy's is adapting the Hispanic advertising for national U.S. media.

Late last year, CEO Emil Brolick said the company plans to increase its presence within the Hispanic market. He said Hispanic consumers are an "important sales opportunity."

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