For nearly 55 years, Wendy's iconic Frosty has been the go-to sweet treat fix when fans' cravings strike. VML and Wendy’s partnered with the infamous McBroken.com developer to track where in the US a Frosty Fix was needed most while the other guys’ ice cream machines were down.
Frosty Fix
Wendy's Frosty delivers a quick fix for broken ice cream machines
Client
- Wendy's
Office
- Kansas City
- United States
While the other guys’ ice cream machines were offline, Wendy's steps in with delicious Frosty treats.
McDonald’s is infamous for its broken ice cream machines, creating widespread frustration among customers. Wendy’s saw an opportunity to turn this cultural conversation into a win by promoting its iconic Frosty and capturing disappointed McDonald’s customers.
Ice cream is a big deal in America. Americans eat roughly four gallons of ice cream per year, and a quarter of Americans consume frozen treats three times per month, specifically at restaurants. Therefore, ice cream and frozen treats represent a massive growth opportunity for Wendy’s.
Using the McDonald’s app, we identified locations with broken ice cream machines and deployed custom Frosty trucks to those areas. With geolocation technology, we sent push notifications to nearby customers, inviting them to enjoy a Frosty instead. By showing up where McDonald’s fell short, we turned disappointment into Frosty fandom.
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Awards
2025 Cannes Lions
Direct
Silver Lion
2025 D&AD Awards
Direct
Wood Pencil
The One Show
2025
Silver Pencil, Bronze Pencil, 6 Merits
2025 The Clios Awards
Creative Use of Data
Bronze
New York Festivals
2025
2 Bronze
2025 London International Awards
Direct
Silver
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