Wendy's is releasing a series of music videos — including one with R&B group Boyz II Men — to advertise the re-launch of its pretzel bun sandwiches. Wendy's chief marketing officer Craig Bahner tells Ad Age that the chain "is hoping to capitalize on some 80s and early 90s nostalgia" with lyrics based off of "social media posts about consumers longing for the return of the pretzel bun" being injected into well known songs from those eras. The first video of the pretzel love songs series was released today.
Popular 90s crooners Boy II Men will be featured in the second music video. They will also make an appearance in New York City on July 9 to perform some of the pretzel love songs in Times Square. Latin singer Jon Secada will also have a digital pretzel love song video.
According to QSR, last year, Wendy's launched a "Pretzel Love Stories" campaign that also featured tweets turned into lyrics that were performed by singer Nick Lachey to promote the Pretzel Pub Chicken Sandwich. Last year's campaign also featured actress Roselyn Sanchez performing over-the-top soap-opera like scenes about the sandwich. The pretzel bun sandwiches return to Wendy's on July 4. Go, watch the first video below: