Male Millennial, Gen-Z Opps: Wingstop debuts first work from new AOR (Score 64)

Sales lead: Reach out now to score some of these extra ad dollars. 

• Wingstop just kicked off a campaign starring rapper Latto. 
• The push will be supported across digital, social, and cinemas.
• The collaboration with Latto includes the new Latto's Lemon Herb Remix rub. 
• This is Wingstop's first big push since naming 72andSunny its creative AOR in April. 

Target demographic: Gen-Z & Millennial males

The company will likely:

• Increase ad spend for the next several months
• Ramp up promotional activity during football season
• Make additional agency changes (recent creative review & DM shifts)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Wingstop spent nearly $15m on national TV ads YTD, a slight (4%) decrease from $15.6m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped 26% from $29.7m in 2021 to $37.3m in 2022. 
• Ad programming: It placed ads during programming such as 2020 NBA All-Star Games, 2021 NCAA Basketball Tournament, NBA Countdown, 2023 Concacaf Golf Cup, and WWE Monday Night RAW. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Wingstop spent about $15.3m on digital display ads YTD, a 30% increase from $11.8m spent in this channel during the same time period of 2022. 
• YTD data: 2b impressions via Facebook (54%), Instagram (32%), desktop video (6%), YouTube (3%), Twitter (3%), and desktop display (2%). 
• 2021-2022 spend: Full-year spend increased by 7% from $20.3m in 2021 to $21.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, twitch.tv, youtube.com, and twitter.com. 

Additional channel insights  

• Vivvix: Wingstop also invests in OOH, print, and local broadcast. 
  • It holds media planning discussions in Q1, and it buys during Q2. 

Agency analysis:

• Opportunity: Wingstop reviewed its creative account earlier this year, so get in touch to see if it plans on making any other changes. 
• Current roster:
  • 72andSunny: creative AOR
  • MSLGroup: PR AOR
  • Spark Foundry: media AOR