Dave Thomas Foundation & Wendy's Frosty Treat It Forward
Each Father’s Day Weekend, when customers buy any Frosty at Wendy’s they donate 50¢ to the Dave Thomas Foundation For Adoption. To promote this cause we used Twitter, Facebook and Foursquare by donating an extra 50¢ every time anyone would ‘Treat It Forward’ mentioning the program with social media.
This program was so successful it was repeated for four years. In 2011 it was honored with The Golden Tweet by Twitter, the most retweeted tweet. Each year, users generated over 2-4 million interactions over each 2 week period which had a direct link to an increase in Frosty sales. The money raised went toward moving foster children into permanent loving homes.
Client - Wendy's & Dave Thomas Foundation
Agency - Kaplan Thaler Group
Copywriter - Michael Greenberg
Art Director - Rob Baumgartner
Producer - Alex Fletcher