TL;DR: Wingstop tapped Boundless to take its Flavor For Good campaign online in light of the pandemic. Boundless chose conscious products that anyone could buy from Wingstop’s online store in support of various charities and small businesses. The result? A delicious give-back initiative that went above and beyond during unprecedented times.
overview
Every year, Wingstop conducts a Flavor For Good campaign where it sets up a retail booth at its national sales meeting. The brand donates the proceeds from each sale to support small businesses and various charities. But the COVID-19 pandemic threw a wrench into Wingstop’s plans. The brand partnered with Boundless Brand Consultant, Brad Blankenship with LOGOLINK, to reimagine its Flavor For Good campaign to spread light in the world without spreading COVID-19.
strategy & goals
Boundless created an eCommerce store just for Wingstop’s Flavor For Good campaign. We filled the site with both new and time-honored products and apparel that employees and Wingstop fans could purchase with the click of a button.
results
We knew that not just any products would do in this online shop. We pre-vetted every product in the Flavor For Good store to ensure it met Wingstop’s discerning standards:
- The Wingstop Charities T-shirts, tie-dye T-shirts, hoodies, and jerseys in this campaign were all made from recycled plastic water bottles
- The store featured tie-dye stainless steel water bottles that supported the Wounded Warrior Project
- The coffee mugs in the Flavor For Good store were produced by a woman- and minority-owned business
While Wingstop couldn’t promote its Flavor For Good campaign in person, it was still able to support small businesses, charities, veterans, and environmental causes with a solid eCommerce experience. This online store made it possible for Wingstop to raise funds while creating a Brand Love moment with each shopper.
conclusion
Non-profits and small businesses struggled during the pandemic. Instead of skipping its Flavor For Good campaign, Wingstop partnered with Boundless to make sure these charities received support at a time when they really needed it. The campaign was a tremendous success, not only because it connected more shoppers with the Wingstop brand but because it made it possible for shoppers to virtually support charities. Giving back has never tasted so good.
