Wendy's and Josh Cellars Share Love in New Campaign

Global fast-food chain Wendy's is entering an unexpected brand team-up with California-based Josh Cellars Wine to celebrate the month of love. 

Last Monday, Wendy's posted a short poem on X, seemingly courting the wine brand. 

. @joshcellars burgers are fun
red wine is posh
wanna pair up?
nvm blame it on the Josh pic.twitter.com/i8bRaSup6s

— Wendy’s (@Wendys) February 12, 2024

The last line, "nvm blame it on the Josh," is a reference to the series of memes surrounding Josh Cellars that surfaced in the past month. 

Shortly after Wendy's invitation, the wine maker responded with its own poem:

happy vday @wendys,

kisses and hugs

i'd love nothing more

than to be your spicy nug

Following the exchange, the two brands began to go public about their love by touting a Valentine's-themed collaboration.

On Instagram, Josh Cellars posted a reel showing one of its wines putting on a bowtie as it "gets ready" for a date with Wendy's.

"I can't wait for our date," the Frosty maker commented on the post.

Eventually, Wendy's and Josh Cellars unveiled their partnership through a post that showcased a gift package containing one bottle of Cabernet Sauvignon, a Josh Cellars cap, and Wendy's chicken nuggets.

 

 

 

 

 

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A post shared by Wendy's 🍔 (@wendys)

Advertising agency Tombras, which frequently collaborates with Josh Cellars, worked together with Wendy's agency VML to work on their special Valentine's Day surprise. 

"After sliding into each other’s DMs, we coordinated some interactions leading up to/on Valentine's Day," a Tombras spokesperson shared with Ad Age.

To add flavor to the budding partnership, Wendy's and Josh Cellars released "Wendy and Josh are Just Friends" — a Wattpad story in time for the Valentine's festivities.

Critics are calling “Wendy and Josh Are Just Friends,” “Like Normal People, but much shorter and more burgers.” Grab a Baconator, pour a glass of @joshcellars, and cozy up with our Valentine’s Day read: https://t.co/UPHQnPnp7k

— Wendy’s (@Wendys) February 13, 2024

The story depicts high school friends becoming lovers, reflecting the popular "friends-to-lovers" trope on BookTok.

While named after Wendy's and Josh Cellars, the characters remain distinct, with the tale concluding as Josh stands on Wendy's doorstep in the rain, clutching a rose and two Baconators.

Editing by Katherine 'Makkie' Maclang