Wendy’s Biggie Bag

Challenge

Position Wendy’s Biggie Bag as the go-to for value while showcasing Biggie Bag’s personality, aligning it with playful and relatable content and talent across Paramount.

Solution

Our team developed the branded content piece “Me & My BB” which showcased Dov Love, a fictional musician who drew inspiration from the one thing he knows will never let him down…His Biggie Bag. Parodying the music documentary format, this content cleverly highlights the value and reliability of the Biggie Bag. With linear airings across MTV, CC and Nick at Night, the hero content reached fans across the Paramount ecosystem. With ample social promotion across talent and network handles, including the hero content as well as a unique teaser asset, Me & My BB reached highly engaged audience of A18-34.

Roles and Responsibilities

For this campaign, I supported the team in kicking off the RFP process, synthesizing the brand brief to identify and relay primary brand objectives and budget parameters to our activation, creative, and production teams. In collaboration with our media planning team, I determined the production and paid media budget allocation based on client’s upfront investment and desired distribution channels. I also helped lead the creative brainstorm process and determined the optimal creative lanes that lean into our more playful IP/networks while elevating the value of Wendy’s Biggie Bag. Once our creative lanes were established, I designed the proposal one sheet, outlining the overall value of our partnership and emphasizing the natural synergy between our capabilities and Wendy’s Brand objectives.