Wendy’s partnered with VML to embrace the viral "Quarter Zip Movement" and connect with Gen Z through a limited-time promotion, offering soft drinks for just 25 cents.

This campaign shows how Wendy’s tapped into culture by actively participating in the quarter-zip movement and launching Quarter Sips - an offer native to social and unmistakably Wendy’s

Alli Pierce

Chief Creative Officer, VML

Wendy’s aimed to demonstrate its ability to stay culturally relevant by tapping into the viral "Quarter Zip Movement." The goal was to promote their "Quarter SIPS" offer in a way that authentically connected with Gen Z and resonated with their values of personal growth and ambition.

The campaign was inspired by the viral "Quarter Zip Movement," a social media trend symbolizing personal growth, ambition, and a "level-up" from casual "hoodie culture." This movement, popularized by content creator Jason Gyamfi, perfectly captured the mindset of Gen Z.

Wendy’s first acknowledged the "Quarter Zip Movement" with a timely meme on their social channels in November. Building on this momentum, the brand partnered with VML to launch "Quarter SIPS," a clever wordplay promotion offering soft drinks for just 25 cents from December 8-12. To amplify the campaign, Wendy’s collaborated with Jason Gyamfi, the creator of the movement, who produced engaging TikTok content to authentically connect with his audience.

  • Wendy’s successfully joined the "Quarter Zip Movement" in a way that felt authentic and community-driven.
  • The campaign generated excitement on social media, particularly among Gen Z, and reinforced Wendy’s reputation for being culturally relevant.
  • The partnership with Jason Gyamfi ensured the campaign resonated with its target audience, driving awareness and engagement for the "Quarter SIPS" promotion.

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Press

Wendy's Build on the Quarter Zip Movement with Creator-Led Campaign
Little Black Book
Wendy’s Jumps on Viral Quarter Zip Trend to Capture Gen Z Hearts
Design Rush
Wendy's turns the Quarter Zip Trend into a 25-cent sip moment
Reel 360

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