STRATEGIC PARTNERS
February 22, 2019
Wingstop has launched a platform and creative campaign, "Where Flavor Gets Its Wings," designed to showcase flavor varieties, according to a company press release. The 1,250-unit brand is also kicking off the "Flavor World" food truck tour, heading across the U.S. giving out tens of thousands of free wings, with activities including a chance for a customer to star in their own virtual ad or a chance to score free wings for a year.
The campaign is part of Wingstop's largest national advertising effort as it moves toward its vision of becoming a Top 10 global restaurant brand, CMO Maurice Cooper said in the release.
"We're embarking on an amazing journey to excite people so they can overcome the flavor indifference that keeps them stuck with bland and predictable fast food choices," he said. "Where Flavor Gets Its Wings is the first campaign we've launched that speaks to any eating occasion. Our longtime fans of Wingstop and the masses demanded a better flavor experience and will agree that Wingstop fits every lifestyle moment that food and flavor enhances."
The Flavor World tour will make its first step at LA Live, an entertainment complex in the South Park District of Downtown Los Angeles, followed by a stop at the South Beach Wine & Food Festival. Customers can follow @Wingstop on Instagram and Twitter for first reveals of the next tour stops throughout March and April.
The campaign, which is a fully integrated brand effort, developed by Wingstop's creative agency Leo Burnett, is also part of Wingstop's expanding paid media portfolio, amplified through relationships with Discovery Inc. and Scripps networks, as well as advertising across primetime, Spanish-language and sports programming, including NBA on ESPN, NBA on TNT, Fox, and others.
"Wingstop is all about flavor combinations and going above the conventions to let customers explore flavor," said Mikal Pittman, Leo Burnett EVP, and executive creative director. "That's what led to 'Where Flavor Gets Its Wings.'"
In addition to Wingstop's creative vision and consumer engagement moments, the brand is transforming the ordering experience for guests. Wingstop recently introduced a revamped Wingstop.com, Wingstop app and personalization tools, including a Wing Calculator, according to the release. The brand is also expanding delivery to more markets nationwide. Delivery already successfully launched in Los Angeles and Houston, and the brand plans to roll out delivery to 80 percent of its restaurants by the end of this year.
Founded in 1994, and headquartered in Dallas, Texas, Wingstop operates and franchises more than 1,200 restaurants across 10 countries. Watch a video about the campaign below.
