2023 Winner

To generate buzz around its new French Toast Sticks, Wendy’s enlisted McCann to convey how awkward French toast could be to eat on the go in its original form. The “French Toast Guy” campaign planted a man on the subway to eat French toast – complete with table, white tablecloth, bib, maple syrup, utensils and a bell. The mystery man befuddled commuters and generated intrigue across social media via #FrenchToastMan. Just as the build-up peaked, Wendy’s sent the man out to eat on the subway again – this time with its new, more portable breakfast offering. The campaign earned 25.6 million impressions in the first week and reached 243 million people. Wendy’s breakfast sales increased by 30%, driven largely by on-the-go,
in-app orders increasing by 74.8%.

Credits

McCann
Josh Stein – Chief Creative Officer
Amy O’Neill – Creative Director
Bill Schaefer – Creative Director
Menna Toeima – Art Director
Elfreda Tetteh – Copywriter
Ethan MacDonald – Copywriter
Ingrid Kroboth – Agency Producer
AJ Jones – Chief Strategy Officer
Liam Brown – Strategy Director
Kira Segal-Pillemer – Junior Strategist
Alexandra Lindsay – Account Director
Patrick O’Donovan – VP Director of Business Leadership
Philip Dos Santos – Social Community Manager

Craft
Travis Wood - Head of Content
Leen Tangney - Line Producer
Rod Reano - Camera Operator (Video Editor)
Kristina Loschiavo - Camera Operator (Producer)
Alex Tong - Camera Operator
Praven Yoganathan - Camera Operator
Andrew Vance - Camera Operator

Initiative:
Ishma Alexander-Huet - Vice President, Client Advice & Management
Raichelle Ursua - Group Account Director
Emily Johnston - Manager, Communications Design
Christina White - Supervisor, Communications Design
Shubham - Supervisor, Communications Design
Dana Tartir - Communications Designer