Wingstop UK Launch

Giving a US restaurant chain UK flavour

Ahead of the launch of major US restaurant chain Wingstop in the UK, we were asked to lead their content strategy and manage their online and social presence over the next year, as well as producing a visual concept (alongside accompanying product and lifestyle imagery) that would bring their offering to life for a UK audience.

Approach

We needed to make a distinctly American brand relevant for a UK audience – both in terms of positioning and the visuals we were to create. We drew on our expertise working with London-centric projects and within the fashion and sports industries to develop a visual concept centred around street-style editorial photography that would allow Wingstop to speak authentically to and of the city’s communities.

Work

A colour-filled studio photography session produced a bank of assets that paid tribute to the bold flavours of their chicken – while candid fashion shoot-style outdoor shots taken in London’s streets connected the brand to their new and youthful London audience.

We developed a robust and sustainable content strategy, social calendar, and tone of voice that’s to be used across their communication channels as the brand grows.

Moving image is used in various online applications to elevate key brand visuals.

VIP cards and accompanying packaging use bold type that complements the restaurant’s impactful branding.

Results

Our work...

redefines an already prominent brand for UK audiences

reached hundreds of thousands on social - organically

helped pack the restaurant since launch