For the launch of #GrownWithLove we developed our own custom emoji that showed up anytime the hashtag was used on Twitter. It served as a simple yet beautiful visual anchor that helped us succinctly deliver the message that Wendy’s Greenhouse lettuce was #GrownWithLove.
Wendy's Brand
Heart Emoji
Lettuce Emoji
#GrownWithLove wouldn’t be what it was without the thousands of people who participated. In order to get people to share the love with our lettuce, we made a series of fun videos, static images and Twitter conversation cards that explained the campaign and asked people to participate.
They worked. People engaged, retweeted, commented, and more importantly, shared their messages of love.
To cap off our campaign we hosted a “Lovestream” on Periscope; a live event where over 77,000 people showed up just to chat with our lettuce.
Our “lettuce whisperer” interacted with chat and read out their messages in real-time as we gave our lettuce one last showering of love before it was harvested.
Once our lettuce was ready it was shipped off across Canada to be enjoyed in Wendy’s salads. To commemorate the campaign, we created custom salad containers at select Wendy’s locations featuring some of our favourite Tweets.
Each custom container explained the campaign and let people know that the lettuce they’re about to enjoy was grown with less water, zero pesticides and lots and lots of love.
MORE LETTUCE
PER LANE THAN
PREVIOUS HARVESTS
GROWTH IN
POSITIVE SENTIMENT
FOR WENDY’S ON TWITTER
GROWTH IN
SALAD SALES
