Wendy's - "Super Wendy's World"

Wendy is back – and she still has a message for you. If you recall, Wendy became notorious for destroying refrigerators in Fortnite to hammer home the fact that at Wendy’s restaurants there are no frozen ingredients, only fresh. Her antics won a Grand Prix at Cannes in 2019 (see here). Since then, the brand has pushed the idea even further by hopping in to other games without obviously advertising. Every week, the Wendy character appeared in relevant guises in games like Super Mario 2, Minecraft or Animal Crossing. And her adventures were broadcast on her own Twitch feed, sending it to the top 1% of the most popular streams, with more than 9.8 million minutes viewed in a year. Her content was downloaded more than 988,000 times. This earned the brand and VMLY&R many fridge-loads of awards, from Cannes Lions, One Show, D&AD, ADC and the Andy’s. Instead of being viewed as an invasive brand by anti-ad gamers, Wendy’s created an icon.