Wendy’s Canada: French toast guy

Wendy’s, a fast-food restaurant, promoted its new French Toast Sticks breakfast item in Canada by partnering with an ordinary man who made French toast every morning on the subway.

Campaign Summary

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...

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