Quick-Service Food
Wendy's.
Fast-food decisions are made in the car. Wendy’s put its menu news on the roads its customers were already driving — morning and evening commutes, retail corridors at lunch — so the brand was the last one seen before the exit ramp.
Client
Wendy's
Sector
Quick-Service Food
Markets
Multi-metro
Duration
6 months
Year
2023
Menu news has a shelf life
Limited-time menu items live or die in their first weeks. Wendy’s needed awareness that built immediately in the right trade areas — not a static board bought on a four-week cycle that peaks after the promotion window has moved on.
Meet the commute where it eats
The fleet ran morning and evening commuter corridors and shifted to retail and lunch clusters midday, so the same driver saw the creative on the way to work and again when deciding where to eat.
Creative rotated with the menu calendar, keeping every impression current — a flexibility a printed billboard cannot match.
Frequency where it converts
GPS logs verified the plan was delivered nearly in full, with repeat exposure against the same commuter audience running at roughly three times what an equivalent static placement would have achieved.
The campaign photography on this page is from live routes — the same vehicles the logs were counting.
The numbers
What it moved.
- 2
- Peak dayparts owned daily
- 3x
- Weekly frequency vs. static OOH plan
- 20M
- Verified impressions
- 92%
- Routes completed as planned
Impressions are GPS-logged at fifteen-second intervals and third-party audited. Lift figures are measured against demographically matched control markets with no fleet presence.
On the road
The fleet in service.
Wendy's wraps photographed across live routes — the same vehicles our GPS logs were counting.
The plan put the menu in front of the same commuters day after day, and rotated the creative as fast as the menu itself changed.
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