Wingstop debuts Valentine’s Day ‘luv’ hotline, wing bouquet kit

Wingstop Restaurants Inc. launched a special toll-free hotline to help people “looking to step up their romance game” for Valentine’s Day, along with a “wing luv kit” of snacks, according to a press release by the company.

Those who call the 1-844-WING-LUV hotline can hear Valentine’s night tips, a vocal warm-up routine, wing presentation advice, a special holiday mixtape and a hotline rep “talk saucy,” per the release. By pressing 0, callers can get information about pre-ordering a $25 wing luv kit, which includes a heart-shaped box with a gift card, holiday cards and the tools to create a wing bouquet, such as skewers, decorative cellophane, tissue paper, ribbon and instructions. Wingstop is offering free shipping on the kits through Feb. 12, though the kit is available until Feb. 14.

To announce the hotline and limited-edition kit, Wingstop posted a 15-second video featuring saxophone-heavy music and rose pedals falling onto wings behind a flashing hotline number. The company also released an extended video of a man texting the “wingbot” to get emergency wings delivered via drone. He presents the heart-shaped box of wings and an engagement ring to his girlfriend, who brushes aside the ring to get to the wings.

Dive Insight:

Forgoing the traditional red roses and heart-shaped boxes of chocolate, Wingstop is taking a quirky, if not gimmicky, approach to its Valentine’s Day promotion this year. The campaign is likely to appeal to loyal customers. By adding the interactive hotline to dish out relationship and romance advice alongside humorous videos, Wingstop appears to also be reaching for a millennial audience, a consumer group that fast-food marketers have been struggling to engage in recent years. Millennials’ more health-conscious eating habits and Americans’ evolving diets have quick service restaurants and fast food chains looking for creative ways to reel in customers.

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