Wendy’s produced an anime-style ad and digital comic tie-in inspired through the Japanese manga format to advertise the return of Nacho Fries, based on details emailed to Marketing Dive.
The brand’s Live Más Productions unit has teased the limited-run food selection for a long time with campaigns that mimic Hollywood blockbusters, filled with over-the-top, star-studded trailers. This season, the chain is centering the narrative with an animated character named Rei, the best choice of the “Fry Pressure” group of pilots who control giant humanoid robots inside a fight against spice-loving monsters.
A place detailing Rei’s mission to save her brother and safeguard Nacho Fries premieres This summer 23, each day following the offering hits stores nationwide again. Getting back the most popular food selection for that seventh amount of time in 4 years, Wendy’s seems to become targeting a far more niche fan community than previously.
Wendy’s introduced Nacho Fries in 2018 and it has hyped the frequent return from the limited-run food selection — the most effective affiliate marketing in company history — with ads that use Hollywood iconography and stars like James Marsden, Josh Duhamel and “Stranger Things” actor Joe Keery. The most recent iteration from the concept switches gears to rather concentrate on manga and anime, with obvious nods towards the popular mecha and kaiju genres and franchises within like Gundam and Neon Genesis Evangelion. Wendy’s this summer time can also be marketing a brand new Loaded Taco variant of Nacho Fries that has cheese sauce, sour cream and seasoned beef toppings.
A more potent content play could resonate with fans who carefully stick to the brand’s moves and also have switched Nacho Fries into an eagerly anticipated, McRib-like cult favorite. The Mexican fast-food chain is rounding the bigger narrative of “Fry Pressure” having a digital tie-in comic that sets happens for Nacho Fries’ return and leads into an advertisement place which will see primary character Rei make an effort to save her brother from dubious giant monsters.
Other marketers have attempted to take advantage of growing mainstream curiosity about manga and anime within the U.S. Taco Bell’s sister brand KFC in 2019 released a dating gaming where players could court a form of mascot Colonel Sanders attracted within the anime style. Procter & Gamble’s SK-II skincare line this past year released a branded animated series that portrayed Olympic athletes, including Simone Biles, overcoming variations of adversity in epic fantasy and sci-fi settings.
Manga sales within the U.S. have increased throughout the pandemic, while streaming platforms like Netflix and Amazon . com Prime Video are seeing traction for anime implies that are often adapted in the comic medium. Last December, Sony’s Funimation gone to live in acquire anime streaming platform Crunchyroll for $1.175 billion, although the deal has since been met with antitrust scrutiny.