Wendy's Utilizing Street Team Ambassadors to Market Product
ST. LOUIS (April 16, 2011) – While rolling out and testing a new breakfast menu in the San Antonio, Texas area, Wendy's sought to communicate the new breakfast service and menu to customers.
Ansira employed a street team of Wendy's breakfast ambassadors during a premier San Antonio street event known as Fiesta Flambeau Celebration. The team consisted of four females outfitted in the iconic Wendy's outfit with additional members in Wendy's uniforms and a Frosty costume. The activation tent was set up next to the parade route for key visibility.
Program management included deploying the Wendy's street team/breakfast ambassadors throughout the city to high-traffic areas, including the Riverwalk, the Alamo and Main Street. The ambassadors were educated about the new breakfast menu with emphasis on Wendy's value, freshness of the ingredients and quality. Ambassadors were armed with a flyer that included a variety of eight different coupons inviting San Antonio residents to enjoy a complimentary breakfast menu item (sandwich, burrito, oatmeal bar, etc.) with the purchase of any additional item. The ambassadors commanded attention, and 4,000+ coupons were distributed during the activation, leading to thousands of impressions and sales opportunities.
Recipients of the coupons have until December 31, 2011 to redeem them at participating San Antonio Wendy's. Each coupon had a unique code which allows Wendy's to track back to origin of receipt.
The feedback from the Wendy's breakfast activation events was overwhelmingly positive.
