WINGBOX
Brand Strategy · Marketing Strategy · Concept Development · Go-To-Market
Watch launch video here.
“Game Changing Moments. Game Changing Wings.”
Wingbox was created with a clear objective:
Maximize sales during the highest-grossing delivery moment of the year and break internal records.
Strategic Insight
Wings are a cultural staple of major American sports moments, especially the Super Bowl.
Demand spikes significantly, but most brands compete on price and volume rather than positioning.
The Opportunity
Build a brand designed to win the moment.
Wingbox was positioned as classic, bold, and unapologetically American, rooted in sports culture, indulgence, and group ordering behavior.
The campaign line “Game Changing Moments. Game Changing Wings.” connected the product directly to the energy and importance of game day.
The Strategy
I led the brand and marketing strategy end to end, creating a concept optimized for scale, speed, and high-demand performance.
Instead of adapting an existing brand, we launched a focused concept built to dominate peak ordering windows.
Marketing Execution
We deployed a full-funnel campaign across physical, digital, and platform channels:
• Wheatpasting campaign across NYC to build awareness in high-traffic areas
• Flyers inserted into all delivery orders to convert existing customers
• Paid social campaign leading into peak game-day demand
• Platform strategy and promotions across Uber Eats and Grubhub
• In-app visibility and offer optimization to maximize conversion
The campaign was designed to meet customers wherever they were, from the street to the app.
Impact
• Over 1,000,000 wings sold
• More than 2x the sales of our original wing brand
• Contributed to breaking company-wide sales records during peak delivery periods