Anything you can say we can sing better.

When Wendy’s asks you to launch a Pretzel Bacon Cheeseburger to the masses while also being so cool that even Millenials like you, it’s clearly a project to be taken seriously.

Hence the solution from VML Kansas City: Pretzel Bacon Cheeseburger Love Songs.

Like most good ideas, it seems obvious afterwards. With the cheeseburger in test markets, social monitoring revealed that people loved it and couldn’t stop saying so in tweets and posts. So for the national launch, VML took the tweets and orchestrated them into lush love songs to the ‘pretzel’ hamburger.

Because the resulting comedic videos were so shareable, the love songs spread like wildfire. They were showcased mainly on Twitter and Facebook. Facebook  alone saw 7.8 million interactions around Pretzel Love Songs.

Each week new love ‘lyrics’ were collected, love songs composed, and a video produced and released online. Pretzel Bacon Cheeseburger Love Songs climaxed in a video starring multi-platinum singer and boy bander, Nick Lachey.

The result was the most successful product launch in the company’s 40-year history. Same-restaurant sales went up more than 3% and the stock price 31% during the campaign. What’s more, VML helped successfully reach and engage the elusive Millennial audience… and they loved (and ate!) it!