Secure the Bag.
In pop culture, the phrase “Secure the Bag” means getting something of great value. And with 4 delicious items for $5, Wendy’s Biggie Bag is just that. So we gave the popular phrase new meaning, transforming it into a call to action to secure the ultimate bag – Wendy’s $5 Biggie Bag.
First, we used a popular track by D.J. Khaled ft. Migos to issue out “major bag alerts” everywhere.
The Beefy Collection
High quality bags are typically shown with beauty and elegance. Wendy’s also makes a high quality bag, so we did the same.
Custom Hashtag
After the Biggie Bag launched, we turned the Biggie Bag into a custom Twitter emoji, triggered by #Securethe.
Even when people weren’t talking about the Biggie Bag, they still were.
Agency: VMLY&R
AD: Ben Grace // CD: Sarah Weigl, Kristi Flango