In January 2023, Wendy's introduced its new Homestyle French Toast Sticks to Canada.
Our plan was to show just how difficult it was to enjoy French Toast on-the-go, and then how easy it becomes with Wendy's new Homestyle French Toast Sticks.
So, we created French Toast Guy. He went where no breakfast launch has gone before; the subway. Surrounded by thousands of commuters who skip breakfast every day, we pulled out all the 'stops'.
And as anticipated it didn't take long until people noticed. Passers-by started filming him. Wondering aloud who this man was and, crucially, why he would make French Toast on a subway. Who is #FrenchToastGuy was trending. Soon the media...