Wingstop: Chicken Sandwich Split

Megan Collins

Wingstop, a fast-food brand, promoted its new chicken sandwich in the USA by persuading consumers to break up with their favourite chicken sandwich brand and try something new.

Campaign details

Brand: Wingstop Brand owner: Wingstop Entrant company: Leo Burnett Idea creation: VaynerMedia New York Market: United States Sector: Restaurants & takeaways Media channels: Mobile & apps, Sales promotion, Public relations, Websites & micrositesBudget: Up to 500k

Executive summary

In 2022, Wingstop launched its biggest innovation yet: a chicken sandwich. The problem? Wingstop was three years late to the chicken sandwich wars and consumers were loyal to their favorite brand.

Wingstop created “The Chicken Sandwich Split,” a disloyalty promotion that tempted chicken sandwich...

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