Performance Marketing

Wendy's Summer Campaign Plays Off the Boom in Recipe Videos—but With a Twist

Taking a cue from popular Facebook clips

Thanks to the recent popularity of BuzzFeed's Tasty and other food-focused publishers, recipe videos have taken over Facebook news feeds. But that doesn't mean the meals advertised are actually easy enough to make.

So, Wendy's and agency VML created a minute-long spot targeting Facebook users that spoofs recipe videos and doubles as a promotion for the chain's summer blackberry salad. The video pokes fun and exaggerates the long and tedious work that goes into creating dishes worthy of Instagram like pretty salads.