Wingstop Goes “Boneless” for Valentine’s Day

Leo Burnett partnered with Wingstop to spread the love for singles with a limited time Valentine’s Day offer, including first-time advertising on Tinder.

For Valentine’s Day, Leo Burnett designed a special campaign for Wingstop to celebrate those who are proudly single. The campaign encouraged fans to “Go Boneless” with a limited-time offer of boneless wings for $.70 each on Monday, February 14.

Wingstop generated 61.6% of sales via digital channels including Wingstop.com and the Wingstop app during the fiscal quarter ended September 25, 2021. To further the brand’s reach with singles looking to swipe right on flavor, Wingstop partnered with Tinder for the first time ever to provide in-app clickable ads for the campaign.

In addition, Wingstop sent swag to popular TikTok influencers and brand friendlies for the opportunity to show off going “boneless” to all their followers.

Ultimately, Wingstop’s flavor does not discriminate whether you are single or taken. Still, Leo Burnett managed to raise visibility for a key market segment on Valentine’s Day and increase consideration for going boneless.