Wendy’s is back with its popular #PretzelLoveSongs campaign. Launched last year, the campaign featured Nick Lachey touting the chain’s new Pretzel Pub Chicken Sandwich and Pretzel Cheeseburger. This year, the brand has hooked up with Boyz II Men and Jon Secada to do the same.
The campaign will kick off July 7th with TV ads created by Publicis Kaplan Thaler, but the fun part centers on user-generated content consisting of solicited tweets and Facebook posts. Posts and tweets using the hashtag #pretzellovesongs will be incorporated into customized music videos. WPP’s VML handled that portion of the campaign.
The brand has already amassed a collection of posts and tweets which made their debut in the form of a video released on the brand’s Facebook page. It is the pinnacle of cheesy, but it’s hilarious as well.
On Monday, July 9, Boyz II Men will appear in Times Square to perform several pretzel love songs — now that will be a sight to see! Embarrassing perhaps, but funny just the same. The band will also be featured in the release of the second #PretzelLoveSongs post. Jon Secada will follow with a digital #PretzelLoveSongs video.
So far, the campaign appears to be engaging the intended target of Millennials quite well. Twitter activity for the hashtag is healthy and Facebook comments on the video are active, too.
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