In honor of the most chill day of the year, the campaign encouraged fans to try a limited-edition wing flavor called, Blazed & Glazed.
While Wingstop is no stranger to cannabis culture, this is the first year the brand created a custom flavor in honor of the holiday. While many brands are starting to give a nod to 4/20, Wingstop is committed to “going higher” to cure guests’ cravings as the cannabis industry continues to grow.
Although Wingstop’s 4/20 flavor won’t get you high, it’s the closest thing to it with smoky, herbal flavors. It is crafted with a blend of hemp seeds, terpenes, strawberry, and cayenne pepper – producing a mouth-tingling sensation for some. This is the first year the brand has created a custom flavor in honor of the holiday.
In addition, Wingstop joined the 4/20 festivities with its food truck appearing at Hippie Hill in San Francisco’s Golden Gate Park, which annually attracts over 15,000 celebrants.
As Wingstop continues to engage audiences to elevate the flavor experience, Leo Burnett raised visibility for an emerging market segment – enticing fans to discover a new high, with flavor at its core.