Thighstop

Insight

In June 2021, a pandemic-induced supply chain issue sent the price of chicken wings soaring in the US, posing a problem to Wingstop who had to pivot to selling thighs.

Idea

Change Wingstop to Thighstop, a completely tactical rebrand with the goal of getting the world to accept their new product.

Execution

A complete overnight rebrand that included digital, in store, social and leverages brand ambassador Rick Ross to get the world talking about the new product.

Notes

Smart and simple way to smooth things over. Had they just changed their product without a creative idea to drive it, they may have faced serious backlash from their die hard fans. The fact that they owned it and ran with it meant that they got ahead of the story and were able to turn it into a good publicity moment.