Wingstop announced the launch of its new brand platform and creative campaign. The brand is also kicking off the ‘"Flavor World" tour, heading across the U.S. giving out tens of thousands of freshly-made, free wings, with fun activities including a chance for guests to step into Wingstop’s flavor world by starring in their own virtual ad or a chance to score free wings for a year.
Wingstop, with more than 1,250 locations worldwide, is bringing to life its vision of giving people the freedom to explore flavor without boundaries by launching Where Flavor Gets Its Wings. This new brand platform and creative campaign is part of Wingstop’s largest national advertising effort, featuring spots that showcase flavor favorites. As Wingstop moves toward its vision of becoming a top 10 global restaurant brand, this campaign celebrates the core fans who have built the brand over the past 25 years while inviting new audiences into Wingstop’s flavor world.
“We’re embarking on an amazing journey to excite people so they can overcome the flavor indifference that keeps them stuck with bland and predictable fast food choices,” says Maurice Cooper, Wingstop chief marketing officer. “Where Flavor Gets Its Wings is the first campaign we’ve launched that speaks to any eating occasion. Our longtime fans of Wingstop and the masses demanded a better flavor experience and will agree that Wingstop fits every lifestyle moment that food and flavor enhances.”
Wingstop is hitting the road with its food trucks to sample its flavors at iconic places and moments along the "Flavor World" tour. Throughout this tour, 11 wing-eating fans around the country will discover a green ticket for free wings for a year inside their wing boats—one fan for each of Wingstop’s 11 iconic flavors. The "Flavor World" tour will also offer a chance for guests to star in their own virtual Wingstop ad. Through a custom VR experience, guests can immerse themselves inside one of Wingstop’s Giant Bags or green screens.
First up, the ‘Flavor World’ tour is heading to LA Live and then will be at the South Beach Wine & Food Festival (February 22 to 24 in Miami).
Where Flavor Gets Its Wings is a fully integrated brand effort, developed by Wingstop’s new lead creative agency Leo Burnett. The campaign is also part of Wingstop’s expanding paid media portfolio, amplified through new relationships with Discovery Inc. and Scripps networks, as well as advertising across primetime, Spanish-language and sports programming, including NBA on ESPN, NBA on TNT, Fox, and others. This is just the beginning of an approach that reaches the brand’s core and new audiences.
“Wingstop is all about flavor combinations and going above the conventions to let customers explore flavor,” says Mikal Pittman, Leo Burnett EVP, executive creative director. “That’s what led to Where Flavor Gets Its Wings.”
In addition to Wingstop’s new creative vision and consumer engagement moments, the brand is transforming the ordering experience for guests. Wingstop recently introduced a revamped Wingstop.com, Wingstop app, and personalization tools like the new Wing Calculator, increasing usability and speed to place a Wingstop order. The brand is also expanding delivery to more markets nationwide. Delivery already successfully launched in Los Angeles and Houston, and the brand plans to roll out delivery to 80 percent of its restaurants by the end of this year.
This year has already kicked off with show-stopping sampling at America’s biggest football game in Atlanta and at New York Fashion Week in collaboration with iconic designer Brandon Maxwell, and there’s so much more to come in 2019.