Wendy’s Canada is weighing in on online debates about whether its Grilled Cheese Cheeseburger is a burger or a sandwich.
The question is at the crux of McCann Canada’s latest campaign for Wendy’s Canada, which depicts a high-school debate delving into the product’s proper identity.
Bill Schaefer creative director for McCann Canada explains says the latest is the culmination of a TV and social-led campaign that asked “is it a grilled cheese or a cheeseburger?”
Wendy’s ran two online videos to represent both sides of the argument.
“For the final stretch of the campaign all media is now driving to watch the long-form debate on our social platforms to solve this dilemma once and for all,” Schaefer says.
The campaign is appearing across programmatic OLV and social platforms through June 29. Initiative is the media buyer and Craft handled post-production.
“We always aim to be in on the joke with our audience, like when we launched an NFT that made fun of NFTs as just one example. The fun, playful and, at times, spicy tone of the brand is perfect for the social space,” Schaefer says.
The work feeds into the brand’s “always-on” approach, which has been a consistent social-media tactic for Wendy’s, Schaefer says.
Last fall, the QSR rolled out a North American Spongebob collaboration, tapping into the animated show’s robust fandom, which “fared incredibly well for Wendy’s Canada.”
Kraft Dinner, addressing the spoon vs. fork dispute, and Cobs Bread’s, attempting to solve the bagel-pronunciation conundrum, have also touched on either/or conundrums in their marketing.
