Cure-
craving
creativity.

Wingstop: Hulu High-atus campaign.

Every year around 4/20, Wingstop’s social feed blows up with people wanting wings more than usual. With marijuana now legal in 30 states, and wings the perfect way to satisfy the munchies, we tasted opportunity.

Modern Consumer Insight

A deep-dive into consumer behavior revealed the words “weed” and “Wingstop” appear in tweets together about 23,000 times a year and on 4/20, the daily average spikes an additional 70 percent higher.

Challenge

We wanted to tap into a cultural moment to capture attention and sales on the chillest day of the year, but in an authentic way stoners would love—bring on the weird.

Solution

Taking cues from the old cinema snack bar animated jingles, we created a trippy series of videos that served multiple sequential messages to binge-watching 4/20 fans, encouraging them to take a break and cure their crave at Wingstop. And they did.


Awards

Bronze, Best Data-Inspired Insights
2020 ANA ECHO Awards

ADDY Award
2017 AAF ADDY Awards

Gold, ADDY Award
2017 AAF ADDY Awards

Silver, ADDY Award
2017 AAF ADDY Awards

Results

8%

YOY increase in sales


200K

Shared gifs


53%

increase YOY in social return on ad sales