Wienerschnitzel brings a quirky and playful attitude to fast food by having “fun with food” on its social channels.
Our target consists of 18-39 year olds within two categories: Existing fans who love and crave our products, and the yet-to-be fans looking to find their new fast food favorite. Our secret to success is a meticulously planned social calendar of illustration, photography, and design with a brand voice that speaks to them like a friend. This transforms 1961 nostalgia into “newstalgia” — a marriage of art and copy that brings a punchy and quirky attitude for a feed that never loses its flavor.
Since 1961, Wienerschnitzel’s been a brand all about having fun with food. But in the accelerated world of social, it’s easy to get lost in a sea of the same boring posts that end up being forgotten. That’s why Wienerschnitzel’s Instagram is here with one goal: To keep our fans entertained with fresh content, all while keeping our tasty hot dogs, fries and burgers at top of mind.
Strategically, social media was the perfect test platform for a rebrand: quick to implement, quick to test & track, as well as the primary 1:1 interaction for consumers in 2020. We went forward with rolling out our rebrand on social, with an eye to expand to other channels once success was proven.
We reviewed Wienerschnitzel’s brand tenets, and distilled that into a social brand look & feel using a voice & tone that was in line with Wienerschnitzel’s core brand, but elevated it to address new consumers and re-engage existing fans.
May the 4th is a cultural phenomenon shared by Star Wars fans around the world. A homophone for “May the force be with you”, we wanted to tap into this social media holiday by creating a post that nods to Star Wars, yet ties into our tasty Wienerschnitzel products. So we turned our beloved Corn Dog and a Mini Corn Dog into a father-son duo, paired with the most infamous line in the entire Star Wars franchise: “I am your father”.
Evergreen content maintained our audience’s attention, capturing consistent impression and engagement numbers, and consistently growing our Instagram audience month-to-month. Key moments around brand tenets & pop culture opportunities drive our engagement further. Throughout 2021, we hit major moments in a big way.
May 4th, 2021:
” I Am Your Father”, 7.1% ER
Impressions: 45,683
