Wendy’s: LTO Digital Campaign (2015)

The Jalapeño Fresco Spicy Chicken Sandwich was a bold LTO made for spice lovers. I led focus group videos showcasing real reactions — proving it wasn’t for everyone, but perfect for heat seekers. The campaign drove an 8-point lift in recall, a 4-point lift in purchase intent, and earned a shout-out from then Facebook COO Sheryl Sandberg.