Wingstop and rapper Latto have teamed up for an ad campaign to introduce a new zesty flavor and celebrity meal.
In the 30 second spot, the long-time wings fan can be seen arriving at a hotel in a yellow sports car with Wingstop rims and a license plate with the word “Zesty” on it.
Latto then struts her way through the hotel lobby while carrying a Wingstop bag, before heading up to the penthouse where she delivers the wings to her friends and they dig into the feast.
Throughout the spot, which was created by the agency 72andSunny, Latto’s hit song “Put It on Da Floor” plays in the background. To give the ad a music video vibe, 72andSunny also enlisted the talent of director Brian Beletic, who has collaborated with other hip hop artists including the Black Eyed Peas and CeeLo Green.
The collaboration introduces Latto’s Lemon Herb Remix, which the restaurant chain says packs flavors of zesty lemon, aromatic herbs, and savory garlic.
“Wingstop fans crave our differentiated flavor, and as an emerging artist, Latto has brought her own differentiated flavor to the music industry,” said Wingstop’s Chief Growth Officer, Anne Fischer. “We’re thrilled to bring this collaboration to life with Latto to bring flavor fans into Wingstop through big, bold flavor with the Lemon Herb Remix.”
In addition to the new flavor, wings fans can also enjoy The Latto Meal–a group meal that features 21 classic wings, two dips, and large fries.
“You can’t beat this flavor, don’t play with me! I crafted my very own Lemon Herb Remix flavor with Wingstop and it’s 10/10,” said Latto. “I’ve been obsessed and eating Wingstop for years. To order The Latto Meal just how I do, go with all flats in my signature flavor and all the ranch. It’s so good that you’ll be fighting over the last wing, just like my sister Brook and I do.”
The Lemon Remix is available for a limited time and the campaign, which is 72andSunny’s first effort since being named Wingstop’s creative agency of record, will run across digital, social, and in cinemas.