MAJOR BAG ALERT

In pop culture, the phrase "Secure the Bag" means obtaining something of great value. With four items for $5, Wendy’s Biggie Bag is just that. To launch Wendy’s newest value meal, we transformed the popular phrase into a CTA to secure our bag—the Biggie Bag—by using an iconic track from D.J. Khaled & Migos to send out Major Bag Alerts everywhere.

HASHTAG BAGTAG

Everyone talks about the bag with the emoji 💼 We created our own custom Biggie Bag emoji that auto-populated into someone’s tweet anytime they used the hashtag #Securethe.

Which meant that even when people weren’t talking about the Biggie Bag, they still were.

When Wendy’s brought back the track, Migos went on live national radio and spontaneously announced a deal for free Wendy’s. The only problem? The deal didn’t exist. We responded in real time and turned Quavo’s made up deal into a reality.