Recently the fast-food companies started to realize that Gen Y (19-33 year-olds) prefers fast-food casual chains (e.g. Subway) over them. In an effort to attract this important demo, Wendy’s created the pretzel bacon cheeseburger. And then they engaged Nick Lachey to help sell it through social media. (Morrison, 2013)
They are hoping that consumers will see the item as a “craft” burger, and of course it includes everyone’s favorite food du jour – bacon. The campaign revolves around consumer tweets, which are incorporated into songs, preformed by Mr. Lachey and Second City members which are then posted on Facebook and YouTube. (Russell, 2013)
Here’s the launch song which was done as a live feed from the Wendy’s on 34th Street in case you missed it.
So what do you think? Is this going to draw Gen Y into the chain?
Morrison, M. (2013, July 8) Wendy’s Signs Nick Lachey to Foist Its Pretzel Bacon Cheeseburger on the World. adage.com. Retrieved September 26, 2013, from http://adage.com/article/news/wendy-s-nick-lachey-serenade-pretzel-bacon-burger/242982/
Russell, K. (2013, July 8) Wendy’s Believes This pretzel Bacon Cheeseburger Will bring In The Millennials. businessinsider.com. Retrieved September 26, 2013, from http://www.businessinsider.com/wendys-betting-on-pretzel-cheeseburger-2013-7