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Creator Partnership / Product Discovery

Sticks ’n’ Strips

French toast sticks and DisguisedToast were a match that pretty much made itself.

CLIENT

Wendy’s Canada

MY ROLE

Creative strategy, talent management, brand consulting

YEAR

2023

Disguised Toast plays Teamfight Tactics on stream, with his webcam in the corner

CHALLENGE

Wendy’s Canada was launching a Canada-exclusive LTO pairing chicken strips with French toast sticks, and wanted the partnership to look like it happened organically. Staged discovery falls apart the second the creator looks like they’re reading from a script, and it still had to follow FTC disclosure rules, so we got creative: when Toast first replied to Wendy’s saying he’d fly out to try them, the #ad was built into the image he posted.

INSIGHT

A discovery moment only works if the reaction is believable, so it was really a casting problem. We needed someone whose love of fast food was already on record, so finding the product would feel like something that happened to him and not something set up around him.

Disguised Toast's Teamfight Tactics stream beside a Wendy's post on X

APPROACH

The pairing came straight from the LTO: French toast sticks and DisguisedToast. We wanted to call them DisguisedToast sticks, and while we worked out what we could actually do, his well-known love of fast food made him the obvious pick either way. Toast traveled to Canada to try the combo, and the response was strong enough that it turned into an official partnership, with a takeover of his socials and full Wendy’s cosplay on stream.

RESULTS