News

Wendy's #PretzelLoveSongs one of brand's most successful campaigns

August 20, 2013

Multi-platinum recording artist and television personality Nick Lachey is featured in Wendy's final video of its #PretzelLoveSongs digital campaign, now available on Facebook. The campaign was initially launched in July to complement the launch of the brand's Pretzel Bacon Cheeseburger.

During the campaign, Lachey sings a mash-up of posts submitted by fans about their Pretzel Bacon Cheeseburger experiences. Wendy's turned fans' social media posts into song lyrics through a five-part video series.

"Our fans are the stars, directors and writers of #PretzelLoveSongs," said Craig Bahner, Wendy's chief marketing officer. "Consumers' viral outpouring for the Pretzel Bacon Cheeseburger drove our inspiration for these entertaining videos."

The entire video series gives an "over-the-top homage" to love song music videos, with exaggerated theatrics, emotion and backdrops. Lachey's finale video, for example, includes a bed of rose petals, gazes into the camera and falling rain.

Lachey's video is available here: facebook.com/photo.php?v=10151814675519489.

"I've had a blast turning Pretzel Bacon Cheeseburger fans' social media love into lyrics," Lachey said. "Fans' love inspired one of the most fun music videos I've been a part of — and this cheeseburger is deserving of every accolade."

#PretzelLoveSongs success

According to the company, Wendy's Pretzel Love Songs digital campaign is one of the most successful in the brand's history and has "amplified consumers' love" for the product.

To date, more than 80 million people in the U.S. have seen the #PretzelLoveSongs campaign.

To view the previous four volumes of Pretzel Love Songs videos, composed entirely of fans' social media posts, visit the following links:

• Pretzel Love Songs Vol. 1: facebook.com/photo.php?v=10151723093024489
• Pretzel Love Songs Vol. 2: facebook.com/photo.php?v=10151746470439489
• Pretzel Love Songs Vol. 3: facebook.com/photo.php?v=10151762419599489
• Pretzel Love Songs Vol. 4: facebook.com/photo.php?v=10151787452144489

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