Wendy's Frosty Fix

Wendy's, the No. 2 fast-food burger chain in America, recognized a unique opportunity. Their primary competitor, McDonald's, was plagued by a well-documented and culturally acknowledged issue: perpetually broken ice cream machines. McDonald’s, has three times as many locations and the most downloaded food app in the world, making them more convenient than Wendy’s could ever be. We deployed custom “Frosty Fix” trucks to areas with broken ice cream machines in Chicago, the headquarters of McDonald’s, to offer free Frosty treats to customers experiencing the disappointment in real time.