The Bacon Portabella Mushroom Melt: #MeltOn Campaign
Context:
The Bacon Portabella Mushroom Melt (BPMM) is a limited-time Wendy’s Canada burger with a small but devoted fan following.
Problem:
When the burger reappeared on the Wendy’s menu, fans would rejoice online — but when it disappeared, brand sentiment would decline, especially on Twitter (now X).
Solution:
We harnessed the power of the burger’s following by turning their organic actions (Tweeting at Wendy’s about the BPMM) into the solution.
The more they posted about the burger using our campaign handle, #MeltOn, the longer Wendy’s would keep it on the menu.
We used a combination of video, social, and radio to spread the word about #MeltOn.
See results and case study video at the bottom of this page!
Launch Video
We kicked off the #MeltOn campaign on social and broadcast channels, explaining how BPMM fans could extend the burger’s time on the menu.
Burger Tracker
As #MeltOn Tweets poured in, a tracker showed the burger’s progress on the menu using its iconic golden cheese sauce.
Campaign Posts
Each time the #MeltOn Tweets added another day to the BPMM’s time on the Wendy’s Canada menu, we made a post to let fans know and encourage them to keep Tweeting.
Results
In response to the campaign, the BPMM’s fans kept the burger on the Wendy’s Canada menu for two additional weeks, busting through sales and campaign goals alike. At that point, we had no choice but to end the campaign – demand had become so high that Wendy’s across the country ran out of the burger’s ingredients.
✔ In-store sales soared 146% past original goals
✔ 25% lift in product awareness
✔ 31% increase in intent to buy
✔ 9.6+ million impressions on social
✔ 124K tweet engagements
✔ Drove the highest volume of Canadian Google searches for “mushroom melt” in 5 years, beating out similar products from Wendy’s Canada’s biggest competitors
Awards
🏆 Received a bronze Effie Canada Award, Restaurant category
👑 Crowned best launch moment by Twitter Canada