Latto's Lemon Herb Remix – Wingstop | Clapboard Ad Archive

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Latto's Lemon Herb Remix - Wingstop | Clapboard Ad Archive

Wingstop’s 2023 Latto’s Lemon Herb Remix campaign, developed by 72andSunny in their first major work since being named the brand’s creative agency of record, exemplifies a strategic fusion of flavor innovation and cultural currency within the fast-casual chicken category. The campaign introduces a limited-time specialty zesty dry rub created in collaboration with hip-hop artist and authentic brand enthusiast Latto, leveraging her star power and music persona to deepen consumer connection and extend Wingstop’s reputation for bold, iconic flavors. The centerpiece is a high-production-value, music video-style digital and social asset directed by a team experienced in artist promos, which captures Latto arriving at a luxury hotel in a sports car with confident swagger only to reveal she is delivering a Wingstop feast rather than a new single. This narrative choice eschews traditional problem-solution storytelling in favor of a culturally resonant moment that merges lifestyle and product discovery, supported by the inclusion of Latto’s real-life friends to enhance authenticity and natural engagement. Set to Latto’s hit track Put It on Da Floor, the campaign resonates strongly with younger, trend-savvy audiences in the United States and United Kingdom, tapping into hip-hop culture and contemporary music video aesthetics to position Wingstop as a culturally relevant, flavor-forward brand. The integrated rollout spans digital, social, and cinema platforms timed to coincide with major summer blockbusters, ensuring visibility during peak entertainment consumption and maximizing reach among target demographics likely to engage with both the brand and the artist. Positioned against competitors like Buffalo Wild Wings, KFC, Popeyes, Chick-fil-A, and Raising Cane’s, Wingstop’s approach focuses on flavor distinction and cultural authenticity rather than atmosphere, tradition, or menu simplicity, carving out a unique space through celebrity partnership and sensory innovation. What Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities is employed here to intertwine Latto’s persona with the product appeal, reinforcing brand recall through her cultural relevance rather than a conventional narrative arc. The campaign earns 61/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how fast-casual brands can effectively harness authentic celebrity collaborations and music culture to create experiential, culturally embedded brand moments that transcend straightforward product promotion.

Credits

Client

Wingstop

Agency

72andSunny

Production House

Smuggler

Director

Brian Beletic

Editorial

WORK Editorial

Color

Trafik

Vfx Studio

Parliament

Sound Design

Lime Studios

Category Mind Map

48%

Wingstop’s ‘Latto’s Lemon Herb Remix’ campaign strategically leverages the brand’s core promise of delivering bold, iconic flavors by introducing a limited-time specialty dry rub that combines zest and herbaceous notes. This new flavor extension aims to reinforce Wingstop’s identity as a destination for distinctive and memorable taste experiences within the fast-casual chicken category. By collaborating with hip-hop artist Latto, a known brand enthusiast, the campaign aligns the brand with contemporary music culture and authenticity, positioning Wingstop as both culturally relevant and flavor-forward. The market strategy hinges on a culturally embedded partnership that taps into Latto’s influence and fanbase, deploying a music-video style execution to create a strong emotional and experiential link with younger, trend-savvy consumers in the United States and United Kingdom. The campaign’s narrative—Latto arriving with swagger not to drop music but to deliver Wingstop’s new flavor—creates an organic, relatable brand moment that blends lifestyle and product discovery. Utilizing director Brian Beletic, experienced in music and celebrity promos, further amplifies the campaign’s credibility and production quality. Deployment across digital, social, and cinema channels ahead of major summer releases ensures wide visibility among target demographics likely engaged in entertainment and social media, optimizing reach and engagement potential. This marks 72andSunny’s first major work for Wingstop since becoming the agency of record, signaling a strategic effort to refresh Wingstop’s creative direction while maintaining consumer trust through familiar cultural icons. Overall, the campaign capitalizes on cultural resonance and sensory appeal to bolster Wingstop’s market presence amid competitive fast-casual dining options.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign is centered on the celebrity presence of Latto, a real-life fan and hip-hop artist, collaborating with Wingstop to launch a specialty flavor. The narrative does not hinge on a problem-solution structure or a story arc where the product resolves a conflict. Instead, the focus is on leveraging Latto's persona, star power, and music video style to create cultural buzz and association for the brand and its new flavor. Latto’s arrival, swagger, and delivery of Wingstop reinforce brand recall through her celebrity, aligning squarely with the ongoing celebrity technique where the product's appeal is intertwined with a well-known figure.

1. Buffalo Wild Wings – Market Positioning Buffalo Wild Wings positions itself as a sports-centric casual dining chain offering a wide variety of wings with an extensive sauce and seasoning menu. They leverage the sports bar atmosphere with multiple screens and a lively environment, appealing to sports fans and groups seeking a social and entertainment-driven dining experience. 2. KFC – Market Positioning KFC differentiates through its iconic Original Recipe fried chicken, emphasizing secret herbs and spices. While it operates as a global fast-food brand, KFC blends traditional comfort food appeal with localized menu variations, maintaining brand heritage while expanding flavor profiles to capture diverse consumer segments. 3. Popeyes Louisiana Kitchen – Market Positioning Popeyes focuses on bold, Louisiana-inspired flavors, with a key emphasis on spicy and crispy fried chicken. Their strategic angle includes premium quality with a distinctive Southern heritage, often highlighting freshly prepared sides and bold seasoning that set them apart in the fast-casual fried chicken segment. 4. Chick-fil-A – Market Positioning Chick-fil-A stands out through its strong focus on customer service excellence and a simplified menu, centered on high-quality chicken sandwiches and nuggets. The brand leverages family-friendly values, consistent food quality, and efficient service to build loyalty, particularly within suburban and family-oriented markets. 5. Raising Cane’s – Market Positioning Raising Cane’s specializes exclusively in chicken fingers, focusing on a streamlined menu for superior product quality and speed. Their strategy hinges on simplicity, freshness, and consistency, creating a cult following among customers seeking fast, craveable chicken with a distinctive Cane’s sauce.

Q: What is Wingstop 2023 Latto's Lemon Herb Remix about? A: Wingstop 2023 Latto's Lemon Herb Remix is a 2023 integrated campaign created by the agency 72andSunny for Wingstop, targeting the United States and United Kingdom markets. The campaign centers on a collaboration with hip-hop artist and longtime Wingstop fan Latto to launch a limited-time specialty dry rub called Latto’s Lemon Herb Remix. The creative features a music video-style execution directed by Brian Beletic, showing Latto arriving at a luxury hotel with swagger to deliver Wingstop wings to friends, blending lifestyle and product discovery. The campaign ran across digital, social, and cinema channels during the summer. Q: What creative device does Wingstop 2023 Latto's Lemon Herb Remix use? A: Wingstop 2023 Latto's Lemon Herb Remix employs Clapboard’s FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES creative device, which leverages a recurring personality or celebrity for brand recall. The campaign centers on Latto’s star power and authentic persona, intertwining the product’s appeal with her cultural influence and music video style. This approach creates a natural brand moment that relies on celebrity association rather than a traditional problem-solution narrative, reinforcing Wingstop’s identity through Latto’s presence and lifestyle. Q: What is the campaign proposition for Wingstop 2023 Latto's Lemon Herb Remix? A: The campaign proposition for Wingstop 2023 Latto's Lemon Herb Remix is to reinforce Wingstop’s position as a destination for bold, iconic chicken flavors by introducing a limited-time zesty dry rub that combines lemon and herb notes. By partnering with hip-hop artist Latto, a genuine brand enthusiast, Wingstop aligns itself with contemporary music culture and authenticity. This strategy targets younger, trend-savvy consumers in the US and UK, using a culturally embedded partnership and music video-style storytelling to create an emotional connection that highlights Wingstop’s flavor-forward identity in the competitive fast-casual chicken market. Q: How does Wingstop 2023 Latto's Lemon Herb Remix rank in Clapboard's archive? A: Wingstop 2023 Latto's Lemon Herb Remix holds a Clapboard Campaign Score of 61/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Wingstop's category? A: Wingstop competes with several key brands in the fast-casual chicken category. Buffalo Wild Wings positions itself as a sports-centric casual dining chain with a wide variety of wings and a lively atmosphere appealing to sports fans. KFC emphasizes its iconic Original Recipe fried chicken with secret herbs and spices, blending tradition with localized menu variations. Popeyes Louisiana Kitchen focuses on bold, Louisiana-inspired flavors and premium quality with a Southern heritage. Chick-fil-A stands out through exceptional customer service and a simplified menu centered on high-quality chicken sandwiches. Raising Cane’s specializes exclusively in chicken fingers, emphasizing simplicity, freshness, and speed to build a loyal following.