All Work
Creator Partnership — Product Discovery
Wendy’s Canada
Getting a menu item discovered by fans who trust creators over ads.
Client
Wendy’s
Role
Creative Direction
Year
2023
01 — Challenge
Drive discovery of a menu item without feeling like an ad.
Wendy’s Canada needed younger guests to try a specific product, but this audience tunes out conventional QSR marketing.
02 — Insight
Discovery is social, not promotional.
People try new food because someone they trust did — recommendations travel through creators, not commercials.
Let the creators do the tasting, and the fans will follow.
03 — Approach
Turn the menu item into a creator moment.
We partnered with trusted creators to build genuine discovery content, framing the product as a shared find rather than a push.
04 — The Work
A discovery campaign that felt like a recommendation.
Creator-led content, playful social formats, and location-aware calls to action driving real visits.
Results — Box Score
24M
Impressions
3.6%
Engagement Rate
17%
Product Trial Lift
11
Creator Partners
2.2x
Visit Intent
RECOGNITION