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Wendy's

Creative Brief

Campaign

Introduce the NEW Wendy’s Garam Masala Spicy Chicken Sandwich to the world

Objective

Create a creative brief for the launch of Wendy's Spicy Chicken sandwich with Garam Masala (Indian inspired flavour) served with Mint Chutney, priced at $7.99 per sandwich. You are to develop the launch creative strategy for the national launch of this new product in Spring of 2022, with a budget of $10MM.

Target Audience

Gen Z and late millennials between the age of 18 -30 years old, who are driven by goals, but also values convenience and health over money.

Insight and Strategy

Insight: People don’t want to feel cheated or lied to. 

StrategyGet people excited about a chicken sandwich by showing them what spice really feels like.

Creative Executions

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