Wendy’s is celebrating America’s love of the soft pretzel starting today with its product introduction of the Pretzel Bacon Cheeseburger.


The Wendy’s marketing campaign is going to do it’s best to get fans and patrons involved.

When Wendy’s tested the Pretzel Bacon Cheeseburger in three markets earlier this year, consumers expressed their love of pretzel bread and posted their reviews online. This created a viral outpouring of consumers searching for the sandwich at their local Wendy’s. This love fest became the impetus for new social-by-design digital program.

“We’re taking fans’ comments about this innovative cheeseburger and amplifying their love by turning their actual Tweets and Facebook posts into lyrics for Pretzel Love Songs,” said Craig Bahner, Wendy’s Chief Marketing Officer.

Wendy’s social media effort invites customers to post their feelings about the Pretzel Bacon Cheeseburger using the hashtag #PretzelLoveSongs on Twitter and Facebook.

“One of my favorite tweets from a consumer: ‘Just took my first bite of @Wendys Pretzel Bacon Cheeseburger and I think my soul just smiled,’ ” confesses Bahner.

Wendy’s will turn the most creative posts into love song lyrics, scored and sung by professional musicians and vocalists. These will be featured in five original music videos throughout the summer. The finale video will feature Nick Lachey crooning Pretzel Love Songs from lucky fans’ Tweets.

Oh, but the fun doesn’t stop there. If you’re a big Nick Lachey fan keep reading…

Wendy’s will host an exclusive, live event in New York City on today (July 8). Nick Lachey will sing Tweets using some of the most creative and love-filled posts from Pretzel Bacon Cheeseburger fans.

The public can participate by watching the live stream webpage or on Wendy’s Facebook page at 6:30 pm EDT and submit their feelings for the Pretzel Bacon Cheeseburger using the hashtag #PretzelLoveSongs. Wendy’s and Lachey will select his favorite posts and incorporate them into a Pretzel Love Songs finale video in August.



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