Finding flavor’s personality.

*Project was completed in March of 2019*

Summary

The One Club is a non-profit advertising and marketing organization that holds Creative Bootcamps for students all around the world. I was selected to participate in a four-day Chicago based, Leo Burnett sponsored bootcamp where I was placed on a four-member interdisciplinary team and competed against 12 other teams for best campaign.

The Ask

Create a campaign that will encourage college students to become more aware of Wingstop as a restaurant of choice amongst popular college-targeted competitors like Chick Fil A or Pizza hut.

Challenge

Wingstop is a “quick service restaurant” meaning it is not as fast as traditional fast food. Their prices are higher and they are not always conveniently located on college campuses like it’s competitors.

Solution

Position Wingstop as a fun and adventurous way to navigate college meals. Focus on setting Wingstop apart with their exotic and unique flavors that their competitors cannot match. Create a space that will encourage students to reconsider Wingstop for their next meal.

Situation

College campuses are saturated with food options like Panda Express, Chick Fil A, Pizza Hut, and more. These places are not catering to an individual type of college student, but to the masses.

Tension

But not everyone wants to be catered with the masses in mind. College students value self-expression, individuality and adventure.

Brand Truth

Wingstop’s self-expression, individuality, and adventurous side come from their flavors. That is their edge.

Opportunity

Give college students the opportunity to select the flavor they feel best describes the life phase they are going through.

Strategy

Let your flavor guide your adventure.

Final Summary

My Role:

  • Research: surveying, interviews, statistical research, and data application.

Lessons Learned:

  • Keep it simple, campaigns do not need to reinvent the wheel, they just need to put the wheel in a new place.

  • For a successful campaign, keep your strategy clear & concise during the creative concept process.