2023 Winner

CASE SUMMARY

St. Louis Bar & Grill sought to differentiate themselves in a crowded wing market and prove that they truly understand what wing enthusiasts desire. With the return of their epic all-you-can-eat wings event, they knew that customers would be excited. However, this excitement came with a common issue - a messy, saucy situation. To address this problem, on June 14, 2022, St. Louis Bar & Grill introduced a solution that would finally solve this pesky problem and get people talking about the return of their cherished all-you-can-eat wing event.

Introducing the Epic Wet Nap - a wet nap 25 times larger than the standard wet nap, ready to clean up even the messiest of situations. In-store, customers were surprised with these eagerly-awaited solutions at the precise moment when they found themselves covered in wing sauce. Our amusing invention begged to be shared, and it quickly became a social media sensation as delighted customers posted images of themselves testing it out, generating excitement for the return of all-you-can-eat wings.

Ultimately, the Epic Wet Nap was a massive success, not just in terms of cleaning up after wings, but also in driving sales. After the launch, sales increased by 26.7%, equivalent to over 200,000lbs of wings. With over 8.2 million impressions, this larger-than-life towelette demonstrated that St. Louis Bar & Grill truly understands what wing lovers crave.

Credits

Agency: DonerNorth
Chief Creative Officer: Lance Martin
Executive Creative Director: Adam Thur
Creative Directors: Justin Turco & Jill Mack
Senior Art Director: Gustavo Gonzalez
Senior Copywriter: Milan Sukunda
SVP, Integrated Production: Jennifer Dark
Head of Experiential Marketing: Michelle Beaton
President: Catherine Marcolin
VP, Group Account Director: Raluca Kostovski
Account Director: Zoe Reynolds
Account Manager: Kshipra Dhindaw
CSO, Chief Strategy Officer: Adrianne Gaffney Wotherspoon
Senior Strategic Planner: Maria Jurewicz
SVP, Media Director: Cherie Raymond