2019 Winner
Wendy's Restaurants of Canada
Bringing Wendy's Home
Initiative
SilverBrand Integration
A clever brand insertion took place in the Big Brother Canada house when Wendy’s and Initiative built a first-ever permanent walk-thru structure for houseguests of the show to interact with. Contestants were rewarded with Wendy’s meals when they won challenges, and deprived of them when they lost.
Working with Corus, the team produced custom integrations, from a Wendy’s window that lived as a branded backdrop for the full season, to “House Tasks” that rewarded winners with its meals.
Houseguests naturally become brand ambassadors. They used the reward meal as leverage when making deals during competitions and gave numerous testimonials for the Wendy’s brand and products throughout the sixth season of the show.
And fans followed suit. They too developed their own show-watching ritual of ordering Wendy’s and sharing their meals during each episode’s airing.
Credits
Lisa Deletroz – Marketing Director, Wendy’s Restaurants of Canada
Ashley Peebles – Associate Marketing Manager, Wendy’s Restaurants of Canada
Peter Moses and Team – Franchisee of Wendy’s
Ishma Alexander-Huet – VP, Client Advice & Management, Initiative
Raichelle Ursua - Director, Communications Design, Initiative
Dave Kutner – Supervisor, Communications Design, Initiative
Feroze Shah – Associate, Communications Design, Initiative
Patrick O’Donovan – VP, Business Lead, McCann
Sara McAlpine – Account Supervisor, McCann
Kenya Bruce – Community Manager, McCann
Lynn Chambers – VP Corus Tempo, Corus
Trevor Williams – Creative Director, Corus
Jessica Kassabian – Account Manager, Corus
Robin Attwell – Account Executive, Corus
Mitch Tucker – Digital Account Manager, Corus
Cindy MacDougall – Producer, Corus
Jenny Boyer – Activation Manager, Corus
Johanna Donalds – Production Manager, Corus
Shevon Kingston – Project Manager, Corus
Lauren Shum – Digital Project Manager, Corus