Wingstop, the US fast casual chicken brand, specialising in iconic flavours, kicked off a new collaboration and campaign with longtime brand fan and hip-hop artist Latto, supported by a new ad campaign created with 72andSunny.
Wingstop and Latto
The partnership with Latto introduces a specialty zesty dry rub: Latto’s Lemon Herb Remix.
Set to Latto’s hit song “Put It on Da Floor”, the creative to support the new partnership (video below) sees Latto pulling up to a hotel in a sports car and walking through the lobby with her trademark swagger, only to reveal that it’s not a new single she’s delivering, but a Wingstop feast for her friends in the penthouse.
To ensure the feel of a music video, 72andSunny enlisted director Brian Beletic, who has made promos with artists including the Black Eyed Peas and CeeLo Green.
Some of Latto’s real-life friends appear in the penthouse scene, further adding to a natural experience.
The new flavour is available for a limited time and the creative will run in the US from 24 July across digital, social and in cinemas in front of the summer’s biggest blockbusters.
It is the first major work for the brand from 72andSunny since it was named Wingstop’s creative agency of record in April 2023.
Will Nader, Group Brand Director at 72andSunny, said: “Latto is a true fan of Wingstop, and like her Lemon Herb Remix, she’s filled with flavour.
“Our goal was just to make something that let Latto be Latto while highlighting the energy and authenticity of Wingstop, because that’s what will help the brand most.
“The second the cameras rolled, the strategy came to life. It was obvious why she is a perfect fit.”