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Boy Band + Fast Food Brand = Love at First Bite?

What do you get when you combine a former boy bander and a new fast food entree? Apparently, a love ballad.

For Wendy’s launch of their Pretzel Bacon Cheeseburger, the fast food empire enlisted the help- and vocals- of 98 Degrees’ Nick Lachey. The chain hosted a Pretzel Love Songs Event last week in NYC to promote the burger, during which Lachey sang a love ballad dedicated to the sandwich.

The Wendy’s campaign is also inviting customers to confess their love for the Pretzel Bacon Cheeseburger via Twitter and Facebook using the hashtag #PretzelLoveSongs. According to the brand, the most creative posts will be transposed into love song lyrics, performed by professionals like Lachey, and posted on Wendy’s Facebook page.

Here’s a look at “PretzelLoveSongs” Volume 1. (Note: after a week, only about 21,000 views…not as viral as the brand most likely hoped…)

The love “tweets” will continue throughout the summer. One might think that Wendy’s is asking a lot from their customers, but they don’t agree: #PretzelLoveSongs has been steadily appearing in the media since the launch. As a former fan of the ‘90s crooner, I’m sad to see that Lachey has fallen from stardom to do fast food campaigns, but hey, at least he’s employed. 

~ Nicole Mazewski, Account Coordinator, The S3 Agency


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