Cannes Lions

Sriracha, Sriracha, Sriracha

VML, Kansas City / WENDY'S / 2017

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Overview

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Overview

Description

For fans of the spicy condiment, Sriracha, there’s only one word that needs to be said to pique their interest. And that word is Sriracha.

Execution

For fans of the spicy condiment, Sriracha, there’s only one word that needs to be said to pique interest. And that word is “Sriracha." So in our cross-device campaign, we replaced just about every word of a traditional press release, radio script,Wendy’s restaurant signage, online film script and Wendys.com with the word “Sriracha.” We even got Kristian Nairn, famous for only saying the word, “Hodor,” as his character Hodor on the hit HBO series, Game of Thrones to tweet throughout our launch date using only the word “Sriracha."

Outcome

Wendy’s digital program generated 124.8 million impressions against a net reach of 45.9 million consumers. In proprietary research metrics, Nielsen found a 14-point lift in message recall, with 88 percent of those exposed correctly linking the message to Wendy’s. And Millward Brown found that our program drove an Awareness Index of nine versus the QSR norm of four, with 48 percent of those surveyed making a special trip to try the sandwich. In the end, though, sales are the true metric by which we are measured, right? In that regard, our Sriracha program drove an increase in restaurant sales of more than 4 percent against a yearly trend of roughly 2.5 percent. Results like those had both the client and the agency saying “Sriracha! Sriracha! Sriracha!”

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