Industry News | October 16, 2013

Wendy’s Stirs Up Drama with Pretzel Bun Soap Operas

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Wendy’s recently launched Pretzel Pub Chicken sandwich is fueling the company to once again tap into the social trend of turning tweets into spoken words with a video series. This follows the successful #PretzelLoveSongs campaign for the Pretzel Bacon Cheeseburger.

As part of its Pretzel Love Stories campaign, Wendy’s used pretzel fans’ social media posts to create soap-opera style love stories. The first video releases October 16 on Facebook. The sequel will star actress and Puerto Rican singer-songwriter Roselyn Sanchez and will be released later this month.

“I’ve seen fans share their love about the Pretzel Pub Chicken sandwich on social media, and as a huge pretzel fan, I wanted to celebrate the next chapter of Wendy’s pretzel love with the final #PretzelLoveStories video,” says Sanchez. “It was so much fun to transform the pretzel love into a love story.”

The exaggerated #PretzelLoveStories videos pay tribute to the comments made about Wendy’s pretzel bun. The videos include classic soap opera scenes—such as dramatic weddings and love triangles—featuring the Pretzel Pub Chicken as the star-studded desire of each cast member.

“Roselyn’s experience playing comedic and dramatic roles ties perfectly to the telenovela-like themes of the videos,” says 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.”

The Pretzel Pub Chicken blends pub-inspired flavors. It starts with an all-white meat breast fillet, breaded and topped with a spring mix and sliced tomato.  A slice of Muenster cheese adds flavor, along with warm cheddar cheese sauce and honey mustard—all enclosed in the signature toasted artisan pretzel bun.