Wendy’s is celebrating America’s love of the soft pretzel with its most anticipated product in recent history. The Pretzel Bacon Cheeseburger is a blend of three iconic American favorites—soft pretzel, bacon, and cheeseburger—and the marketing campaign celebrates the fans who love them.
When Wendy’s tested the Pretzel Bacon Cheeseburger in three markets earlier this year, consumers expressed their mad love of pretzel bread and posted their reviews online. This created a viral outpouring of consumers searching for the sandwich at their local Wendy’s. This love fest became the impetus for an exciting, new social-by-design digital program.
“We’re taking fans’ comments about this innovative cheeseburger and amplifying their love by turning their actual Tweets and Facebook posts into lyrics for Pretzel Love Songs,” says Craig Bahner, Wendy’s chief marketing officer.
Wendy’s social media effort invites customers to post their feelings about the Pretzel Bacon Cheeseburger using the hashtag #PretzelLoveSongs on Twitter and Facebook.
“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,’ ” Bahner confesses.
Wendy’s will turn the most creative posts into love song lyrics, scored, and sung by professional musicians and vocalists. These will be featured in five original music videos throughout the summer. The finale video features multi-platinum recording artist and television personality Nick Lachey crooning Pretzel Love Songs from lucky fans’ Tweets.