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
