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Popular fast food chain Wendy’s enlisted the creative expertise of designer, G.O.O.D Music affiliate, Just Don founder, and overall cultural influencer Don C for an exclusive March Madness capsule. The restaurant is an official sponsor of the NCAA College Basketball Tournament and teaming up with Don C creates a new level of hype for the 48-year-old chain known for its square hamburger patties.

The collection is part of a bigger March Madness campaign that aims to elevate the 3rd biggest burger chain’s mobile and social media strategies. With many fast food restaurants adopting technology to improve operations or to attract younger customers, its a strong move on Wendy’s part to appeal to a younger demographic. The March Madness campaign is built on the restaurant’s  “Fresh Never Frozen Beef” tagline. People are urged to go on Twitter, Instagram, and Facebook and participate in the “Easiest Bracket Ever” that offers only 2 choices: Team Fresh or Team Frozen. Picking the right team (a pretty obvious choice) can score you some prizes including pieces from Don C’s collection.

Don C took the word “fresh” and designed limited T-shirts, hats, hoodies, and jerseys, inspired by old school Wendy’s uniforms. In addition to being given out on social media, items from the capsule will be handed out at the Regional tournaments in Atlanta and Nashville, in addition to the Final Four in San Antonio.

“With streetwear culture, there’s a motivation to be fresh and authentic with your style,” said Carl Loredo, Wendy’s vice president of brand and advertising. “Likewise, Wendy’s has been passionate about being fresh since day one, so this collaboration just made sense.”

Wendy’s social media game has been on point for some time now, mainly due to whoever’s managing its Twitter account. It’s cool that the company takes a very sarcastic and sassy tone, throwing clever rebuttals to comments or throwing spicy shade at competing restaurants. Wendy’s has thrown a number of jabs at McDonald’s on Twitter for using frozen beef.

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.