Boyz II Men is the latest musical group to help Wendy’s promote its Pretzel Bacon Cheeseburger by turning tweets into love songs about the limited-time offer.
The R&B trio appeared at a karaoke kiosk set up in New York’s Times Square this week to promote the return of the sandwich, which was introduced to high acclaim last summer. The group is also scheduled to appear in a video, singing the tweets as part of a digital campaign that starts July 10.
The social media response to the burger when it was tested in spring 2013 was so positive that Wendy’s enlisted reality TV star and 98 Degrees crooner Nick Lachey to turn those tweets into love songs.
“We thought it was funny as hell,” said Nathan Morris, Boyz II Men’s baritone. “We thought it would be something good for us to do.
“We’re really trying to let people know a little bit more about our personalities and who we are,” Morris added.
Morris worked at a Wendy’s restaurant in Philadelphia for two months when he was 16 years old, but otherwise has no connection to the brand.
Boyz II Men did a promotion with the Kia Sorrento automobile earlier this year, using the car to drive to fan’s homes.
“We were showing up at people’s houses, doing serenades,” Morris said.
Morris and fellow Boyz II Men members Wanya Morris and Shawn Stockman composed their pretzel love songs using tweets with the hashtag #pretzellovesongs.
“We just added the melody and gave it some life,” Morris said. “It’s fun to get people’s point of view and to try to express their opinion.”
He added that Boyz II Men’s fan base runs from people ages seven to 70, and probably meshed well with Wendy’s customers.
The Pretzel Bacon Cheeseburger, which received a MenuMasters award from Nation’s Restaurant News this year, is a Wendy’s beef patty topped with bacon, nine-leaf lettuce mix, Cheddar cheese, Cheddar sauce and honey mustard on a pretzel bun.
Last October, Wendy’s also offered a Pretzel Pub Chicken Sandwich on the same bun. It was available with a choice of breaded homestyle, grilled or spicy chicken with lettuce, tomato, spring mix, Muenster cheese, Cheddar sauce and honey mustard.
Since then the burger giant has continued to offer other premium breads, including brioche and ciabatta.
Contact Bret Thorn at [email protected].
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