Wingstop
Wingstop
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Bringing the Flavor to CRM
Bringing the Flavor to CRM
Our team reimagined Wingstop’s CRM program with the goal of turning every moment into a wing-worthy event. From email and display ads to app and website messaging, each campaign centered on powering up a special event—all designed to bring Wingstop’s flavor-fueled personality to life.
We designed campaigns for major sporting events like the Super Bowl and March Madness, the launch of exciting new menu offerings like the chicken sandwich, tasty limited-time flavors (hot honey, yum!) and massive brand partnerships with celebrities like Latto and even the Marvel Cinematic Universe!
Campaigns were powered by guest data, using audience segmentation to drive engagement by delivering personalized content and flavor recommendations. A modular template redesign optimized content around industry best practices, making it easy to scale while animation and dynamic visuals reinforced Wingstop’s unbeatable flavor.
The result? A flexible, data-driven campaign that kept Wingstop top-of-mind no matter the occasion.
Wingstop Enters the Chicken Sandwich Wars
Wingstop Enters the Chicken Sandwich Wars
Launch
Offer promo
Driving trial
When Popeyes and Chick-fil-A launched chicken sandwiches in 2019, the chicken sandwich wars began. Soon, every brand joined the fight, and in 2022 Wingstop was ready to shake things up by debuting their own chicken sandwich. What made theirs unique? It didn’t just come in one or two flavors. Instead, the Wingstop chicken sandwich launched with the brand’s 12 signature flavors, giving chicken sandwich fans a dozen new reasons to cheer.
Results:
Results:
So good the Chicken Sandwich sold out nationwide days after release
So good the Chicken Sandwich sold out nationwide days after release
The Fans Have Spoken—Hot Honey Relaunch
The Fans Have Spoken—Hot Honey Relaunch
When Wingstop launched Hot Honey Rub wings, they were an overnight hit. The only problem? The flavor was available for a limited time only. As fans began voicing their opinions online, Wingstop was quick to respond. Leaning into the moment, our team relaunched the Hot Honey Rub wings with a campaign that celebrated fans’ passion, giving them a reason to try their favorite flavor once again—this time as a permanent addition to the menu.
Relaunch Announcement
Chicken Sandwich Recommendation
Relaunch UGC
Results:
Results:
2–6x in store lift during flavor relaunch
2–6x in store lift during flavor relaunch
A Slam Dunk for March Hoops
A Slam Dunk for March Hoops
Meal Deal Launch
Flavor Recommendation
Last Chance
March Madness is one of Winstop’s peak sales occasions and our fresh campaign drove awareness to Wingstop’s delicious flavors in creative ways all month long. Spanning across several channels, we developed a personalized, data driven campaign giving wing fans and hoops fans an occasion to celebrate—even if their bracket was busted.
Results:
Results:
March Madness generated 150K incremental visits and $4M in incremental revenue
March Madness generated 150K incremental visits and $4M in incremental revenue
Sharing the Flavor
Sharing the Flavor
By strategically tapping into pop culture trends, we helped Wingstop create more wing-worthy occasions. Limited-edition flavor collaborations were developed with Marvel and the rapper Latto. Partnerships with NFL and NBA teams created regional, game day offers tailored to wing fans. Additionally, we embraced lighthearted events by launching campaigns for Ranch Day and 4.20 Day, perfectly aligning with Wingstop's image.
Latto
4.20 Hot Box
Marvel
ROLE: Art direction, design
ROLE: Art direction, design
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