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.