ABOUT

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.

AWARDS

one show

MADEIT CREDITS

  • WingstopClient
  • Alex AlvarezProduction Designer
  • Allie PlanteryAccount Supervisor
  • Allison CoxVice President Client Partner
  • Amber MekledAssistant Account Executive
  • Amy WallochVP, Account Director
  • Another CountryMusic / Sound Production Company
  • Ben DoesselAssociate Creative Director (Copy)
  • Ben DosselAssociate Creative Director
  • Ben PfutzenreuterCreative Director (Copy)
  • Ben PfutzenreuterCreative Director
  • Bianca BradfordBusiness Leadership, EVP
  • Caroline KellySenior Account Executive
  • Charissa FortAccount Executive
  • Christopher BridglandExecutive Vice President, Strategy Director
  • Clint Blowers PhotographyPhotography
  • CliquaDirector
  • Cliqua Director
  • David WebsterSenior Production Artist
  • Eric Alexander-HughesEditor
  • Erica JohnsonProducer
  • Erin MaioranaVice President Creative Director
  • Erin McGaugheyArt Director
  • Grant KellerVice President
  • HarborEditorial Company
  • Harbor PicturesEditing Company
  • HawkeyeCustomer Relationship Management Company
  • Inga SheehanInvestment Director
  • James LeeAssociate Creative Director (Art)
  • Jamie MackVP Account Director
  • Janna SacroDirector Performance Media
  • Julia BotskoVice President Strategy
  • Kathryn PeeveyVice President Media Strategy
  • Kevin BrownCreative Resource Director
  • Laura JohnsonVP Director
  • Lauren KurashSupervisor Performance Media
  • Laurie GustafsonSenior Producer
  • Leo BurnettAgency
  • Leo Burnett ChicagoAgency
  • Lindsey SummersSenior Strategist
  • Liz TaylorGlobal Chief Creative Officer
  • Mark BurgessExecutive Vice President, Head of Business Leade
  • Matt McNultyCreative Director (Art)
  • Megan CollinsSenior Strategist
  • Mikal PittmanExecutive Vice President, Executive Creative Dir
  • Mike DavidsonExecutive Vice President, Head of Integrated Pro
  • MK FilmsProduction Company
  • MSL GroupPR / Marketing Agency
  • Publicis ConnectMedia Distribution Company
  • Rock DarlingtonExecutive Producer
  • Sean LoganStrategist
  • Sejal SuraVP Core Data and Analytics
  • Shannon ParrJunior Art Director
  • Tara OunanAssociate Media Director
  • The DenEditing Company
  • The Funnel CreativeProduction Company
  • * Leo Burnett ChicagoAdvertising Agency
  • * Damian IsaakSenior Copywriter
  • * Aki SpicerChief Strategy Officer
  • * Liz TaylorGlobal Chief Creative Officer of Leo Burnett Wor
  • * The One Show
  • * Joe MoskoProduction Company
Project featured: on 3rd November 2022 Contributor:

Leo Burnett Chicago has been a Contributor since 25th November 2015.

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Thighstop

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