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In 2021, American restaurants were facing an unparalleled shortage in chicken wings, one of the country’s most popular foods. As a result Wingstop, a chicken wing brand built on the mission of “serving the world flavor”, was faced with an unimaginable challenge - how do you keep the lights on when your brand, and your business, depends on wings? Chicken wing fans everywhere rushed to social media to express panic and outrage about the category-wide shortage. They cited lower quality, higher prices or worse: no wings at all. However, the solution to these complaints was far closer than anyone thought. In fact, it was already on the chicken. Thanks to America’s preference for chicken breast, the oft-overlooked chicken thigh was the one part of the supply not yet exhausted. All it took was for a brand to be brave enough to go all in, with a product and campaign innovation that could change the industry overnight. In eight weeks, Wingstop pivoted it’s entire business and launched Thighstop. In the process, creating an entire brand and product solution that answered the flavor experience chicken wing fans were craving. Thighstop was a full 360 hack on the Wingstop brand. From packaging design, to all communication elements across broadcast, video, influencers, retail and partnerships we replaced wings, with thighs, everywhere. In doing so, we effectively shifted the trajectory of the brand to increase year over year sales 10%, 60% of which came entirely from new acquisitions.