Unwrapping the Power of Branded Podcasts: A Wendy's Case Study

Wendy's creates a podcast to reach UK burger buyers

How does a major US burger chain attract customers to their restaurants in the UK? Podcasting of course!

Wendy’s has created The Burger Files; a seven-episode comedy series playing with the true crime genre. The 20-minute episodes follow the story of Nina Noonan, a burger crime investigator. From hard burger buns to frozen patties, Nina investigates them all.

It’s a clever use of the genre to essentially sell more Baconators. A two for one deal is promoted in the show description as well as in each episode. The ‘host-read’ ad from Nina becoming part of the joke “they pay our wages, and some expenses!”

So what makes this more than one big advert? Well, the creation of a comedy crime podcast is clever and well-thought through. Comedy and the crime are two of the UK’s most popular podcast genres. Many of Wendy’s potential customers are likely to already be scrolling through the podcasts n these categories week after week.

Once you hit play The Burger Files’ tongue-in-cheek humour brings the Wendy’s brand to life. This is a fast food restaurant with a sense of humour that believes in quality and cares about the customer experience.

Why does it work?

1. Storytelling: It’s back to basics. A good story will engage the listener, and this podcast uses a creative (and strategic) approach to do that. The podcast's humorous take on "burger crimes" is entertaining but is also subtly educating listeners about Wendy's commitment to quality. The exploration of what makes a bad burger, contrasting with what you might expect from Wendy’s.

2. Audience Engagement: Podcasts create a personal connection and the funny stories draw on experiences we all might have had in a fast food restaurant. Wendy's seem to have used real-life complaints found on social media as the starting pot for the various ‘burger crimes’. It’s very relatable, describing common fast-food grievances, positioning their product as a solution.

3. Niche Targeting: Different podcasts appeal to different demographics. Wendy's cleverly chose the true crime genre, hugely popular in the UK, to appeal to a broad yet specific audience. They use a genre attractive to the target audience they are after for their restaurants.

4. Brand Loyalty: Loyal listeners can become loyal customers. By creating humorous, relatable content Wendy's is differentiating itself in the competitive fast-food industry.

5. Multi-Platform Integration: Even big brands have to do the work of telling listeners their podcast is there. Of course a brand like Wendy’s has the luxury of a marketing team and a budget. The podcast has been promoted through social media, out-of-home advertising, and other platforms. All of which maximises exposure and reinforces the brand message.

   ‘The Burger Files by Wendy's UK' is more than a podcast; it's a revelation. Unearthing chilling, real-life bad burger stories from real people, it unveils the grim reality of burger horrors, akin to the darkest true crime tales. Make no mistake, burger crimes are genuine offenses... and we need some answers, justice must be served.

Lessons from 'The Burger Files'

Wendy's success with "The Burger Files" offers valuable lessons to anyone thinking about creating a branded podcast. Promoting products and services through podcasting doesn’t need to be so on the nose. Instead of one on one interviews with past clients or case study deep dives, a creative approach can work to not only carry the message of the brand but also add relatable character and personalisation. It’s an approach that can bring that dusty tone of voice document to life, so potential customers can literally hear the voice of the brand.

The Burger Files was written by UK comedy writer Joel Morris, and hosted by comedian and self-proclaimed burger homicide investigator Sara Barron. It was produced by the amazing team at Fresh Air.

There are around 30 Wendy’s outlet in the UK, and while it’s a brand embedded with American culture, the aim is to become "the world's most thriving and beloved restaurant brand."

✂️ Cut The Tape

• Creative Content: An innovative blend of true crime and comedy to promote a burger brand is a unique and clever idea.

• Audience: Wendy's shows an understanding of the podcast landscape by selecting popular UK podcast genres. Their storytelling was tailored to resonate with their target audience.

• Marketing: A podcast alone does not a marketing strategy make! ’The Burger Files’ was just one part of a larger, well-funded campaign, demonstrating the importance of a holistic marketing strategy.

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• #AllThingsAudio is switching to monthly episodes!

Listen to last week’s episode to hear why me and Madalyn have taken the decision to reduce the number of live shows on X. This is not the end, just a turn in the road. We will go live on X on the first Wednesday of each month. Follow @bigtentsocial and join us live on Wednesday, December 6 at 8pm GMT/ 3pm ET.

Thanks for reading! There are plans afoot to get you listening in the not too distant future too. I have some great guests lined up for the first Stop. Rewind. Play. podcast. I can’t wait to share the episodes with you.

Until next time - keep listening!

Suze