Wendy’s alongside creative partner agency VML is demonstrating how the brand keeps its fingers on the pulse of youth culture by cleverly leaning into the viral “Quarter Zip Movement.” Quarter Zip, a recent social media trend popularized by content creator Jason Gyamfi (@whois.jason) where young people, particularly Gen Z men, are adopting quarter-zip sweaters as a symbol of personal growth, ambition, and a “level-up” from more casual “hoodie culture.”
Capitalizing on this content trend, Wendy’s first acknowledged the moment with a timely meme on their social channels in November. Now, they’ve taken it a step further by launching a wordplay promotion: “Quarter SIPS.” From December 8-12, Wendy’s is offering soft drinks for just 25 cents, encouraging customers to “upgrade their sip” just as Gen Z is upgrading their style.
To announce this limited-time offer, Wendy’s strategically partnered with the founder of the “Quarter Zip Movement,” Jason Gyamfi himself. Gyamfi has created engaging TikTok content for Wendy’s, driving excitement and authentic connection with his audience around the “Quarter SIPS” promotion.
Alli Pierce, Chief Creative Officer, VML: This campaign shows how Wendy’s tapped into culture by actively participating in the quarter-zip movement and launching Quarter Sips – an offer native to social and unmistakably Wendy’s.”
