Wingstop: Thighstop

Megan Collins

Restaurant chain Wingstop used a multichannel approach to pivot its business offering to Thighstop to overcome a national chicken wing shortage in the US.

Campaign details

Brand: WingstopBrand owner: Roark Capital GroupEntrant company: Leo Burnett ChicagoIdea creation: Leo Burnett ChicagoMarket: USASector: Restaurants & takeawaysMedia channels: Cinema, Integrated, Online display, Online video, Public relations, Radio & audio, Search marketing, Social media, Sponsorship - sports, Television & connected TV, Websites & microsites, Word of mouth, InfluencersBudget: 5 - 10 million

Executive summary

In 2021, the restaurant category was facing the largest national chicken wing shortage. Wingstop, a brand built on its mission of ‘serving the world flavor’, was faced with an unimaginable fate –...

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