The Challenge: Wendy's US Domestic marketing program plan was to introduce a new chicken sandwich priced at $0.99 cents. Food and supply cost issues to launch the product in Guam at this price point was not feasible. Our task was to create a Value Meal Creative utilizing national standard guidelines for advertising material.
Solution: Created material for both above and below the line communication. All TV, radio, print, in store POS and outdoor billboard advertising incorporated local price points, locations and landmarks to localize the campaign as this offer was exclusive to the Guam market.
