Battle For Breakfast

To introduce Wendy’s breakfast menu to a younger audience, we developed the Battle for Breakfast campaign, a live campus activation built around gaming and competition. Hosted at the University of British Columbia, students challenged popular gaming influencers in head-to-head games for a chance to win free Wendy’s breakfast. The event blended live entertainment with branded content production, allowing Wendy’s to authentically connect with Gen Z while extending the campaign’s reach across social media.

How can Wendy’s generate excitement around its new breakfast offerings among Gen Z while also driving Wendy’s App downloads and increasing purchase consideration among youth audiences?

The Battle for Breakfast campaign successfully combined live engagement with digital amplification to drive awareness and action. Students participated in gaming challenges while discovering Wendy’s breakfast offerings firsthand. Social content from the event extended reach online, helping increase brand awareness, boost purchase consideration among Gen Z, and drive meaningful growth in Wendy’s App downloads across mobile.