PLAN
Wendy’s was about to introduce their new salads when Strategic America approached stores located in Iowa, Nebraska, Minnesota, Indiana and Illinois with an idea to launch the salads as more than just a new item on the menu.
CREATE
Strategic America brought together over 100 Wendy’s stores to create the “Which Salad Are You?” microsite. The site consisted of a personality quiz matching consumers with their true salad personality. Not only did it engage the consumer with the brand, but it introduced the salads in a fun and exciting way. Billboards, in-store references, web banners, Facebook ads and radio spots all promoted the site and directed the consumer to take the quiz and print off one of the coupons. Consumers were able to print and use either a “$1 Off New Large Premium Salad” coupon or a “Free 20 oz. Soft Drink with the Purchase of a Large Premium Salad” coupon.
ACHIEVE
- Sales increased from 4% to 7% on average in stores and took stores with negative sales back to positive sales.
- 11,873 site views over three months with 7,123 printed coupons. Site traffic came from:
- Facebook (80.58%)
- Direct links (14.28%)
- Radio stations (3.74%)
- Google (1.4%)
- Strategic America won a Gold ADDY® Award for the microsite.
