Keeping Fortnite Fresh

Objective

Wendy's is known for its "fresh, never frozen beef" positioning. When Fortnite launched the Food Fight game mode in 2019 featuring a fictional burger chain (Durr Burger) storing meat in freezers, Wendy's identified an opportunity to reinforce its core brand message while engaging gamers who typically block traditional advertising.

Solution

VMLY&R created a playable Wendy's avatar within Fortnite's Food Fight mode that systematically destroyed in-game freezers storing Durr Burger's beef. The campaign was live-streamed on Twitch, encouraging the player community to destroy freezers in their own gameplay and share user-generated content. Players' collective participation prompted Epic Games to replace the freezers with fresh beef facilities in the game.

Results

The campaign accumulated over 1.5 million minutes of Twitch viewership.