The Brief *
TASK
Launch Wendy’s new Spicy Chicken Sandwich with garam masala and mint chutney.
BACKGROUND
The chicken sandwich wars marked an historic change in American fast food. Quick service restaurants scrambled to revamp menus and recipes with their own take of the coveted fried chicken sandwich.
CHALLENGE
Replicating Popeyes’ success is harder in a crowded category.
Wendy’s is an American cuisine brand, introducing a flavor like garam masala—one with a rich history and tradition—must be treated with respect and a strong sense of self-awareness.
OPPORTUNITY
Reinvent comfort food, while paying homage to classics and incorporating ingredients that align with the ever-evolving tastes of the public. Staying in tune with these shifts is how Wendy’s will stand apart from the competition.
INSIGHT
People don’t like bland food. The best dishes are created when you take risks and push the envelope of flavor.
STRATEGY
It takes an outsider to spice things up.
The Creative Idea
Turn up the spice.
The Strategic Process
Garam Masala Is an Act of Love
When I first read this brief the thought of a Wendy’s menu item with garam masala made me uncomfortable. So I immediately knew we were onto something. Developing a new friend chicken sandwich with a slight twist is the perfect entryway into a highly contested space. Sifting through the history of garam masala I discovered my new favorite pocket of the internet: cooking channels on YouTube. The comments alone restored my faith in humanity.
Garam masala translates to “warm spices” from Hindi. Some like to think of it as a living, breathing spice blend, and it can be deeply personal to each family with variations based on region and community. Many households have their own unique mix passed down through generations.
Mischievous Maverick
So how do we bring together an emotive flavor like garam masala with a brand like Wendy’s? It’s a hypothetical product, but the brand equity is real. Constructing the brand architecture allowed us to find Wendy’s voice in the chicken sandwich wars—the mischievous maverick of fast food. Our challenge was making sure we stayed true to Wendy’s essence and purpose without appropriating culture.
Culinary Playground
Our goal is to create cravealbe flavors you wouldn’t expect from fast food. Achieving this involves looking at what is trending and delighting our fans. Wendy’s is a culinary playground where we get to explore new and exciting ways to bring that to life.
Creative Executions
The Emergency Flavor Pack
Don’t be stuck with a bland food ever again. Wendy’s developed a convenient to-go sachet jam-packed with 11 spices so you’ll be ready for any emergency. Like when someone offers you a chicken sandwich from one of the other guys.
* Miami Ad School Project