Wendy's Launches 'Dunks Menu' in Time for March Madness

Wendy’s is making sure that every slam dunk this March can trigger your cravings.

As the NCAA tournament tips off, the brand has launched a new campaign with VML that connects one of basketball’s most exciting plays to one of its most recognizable menu habits.

And that's dipping fries into a Frosty.

For the first time, Wendy’s is formalizing that behavior into an official "Dunks Menu."

The long-time hack is finally getting much-deserved attention with a full-scale campaign tied to the biggest moments in college basketball.

Every time fans see a dunk on screen, Wendy’s wants them to think about doing one themselves, just with fries and a Frosty instead of a basketball.

"This March Madness, we're celebrating all the ways our fans dunk — whether it’s Hot & Crispy Fries in our Classic Frosty or Tendys in our Wendy’s Signature Sauce,” said Lindsay Radkoski, CMO at Wendy’s.

“Every dunk at Wendy’s is a slam dunk.”

VML pushes the idea further by signing active college basketball players to its Wendy’s "Dunk Team," offering NIL deals to players who dunk during the tournament.

According to Alli Pierce, Chief Creative Officer at VML, the brand "wanted people thinking about Wendy’s when they see a dunk on the court.”

"And we couldn’t celebrate dunks without celebrating the players actually throwing them down," Pierce adds.

Overall, the campaign makes the most out of in-game moments, getting people to open the app, order, and be part of it right away.

Where the Action Happens

The campaign rolls out in phases, starting with the launch of the Dunks Menu on March 16 through the Wendy’s app and website.

The initial lineup pairs Hot & Crispy Fries with a Classic Frosty, before expanding to include nuggets and tenders with dipping sauces a week later.

To bump up the excitement, Wendy’s is also running a "Dunkstakes" tied to in-app purchases.

Customers who order from the Dunks Menu are automatically entered for a chance to win prizes, including a $100,000 grand prize, smaller cash rewards, custom sneakers, and gift cards.

The biggest trigger, however, is saved for the final games.

Wendy’s is introducing a “Free Dunk for America” offer, unlocking a free fries-and-Frosty combo nationwide if a dunk happens during either the men’s or women’s championship game.

Wendy’s Dunk-Driven Campaign

Wendy’s latest campaign is a clear lesson in how to turn a simple habit born from the love for fries and frosties into a full campaign platform:

• Turning a known fan behavior into an official product menu helps formalize habits and drive repeat purchases.
• Linking real-world events to rewards creates urgency, especially when tied to month-long events like March Madness.
• Combining NIL deals, app engagement, and national offers builds a campaign that spans awareness, participation, and conversion.

In 2024, The Wendy’s Company reported global systemwide sales of $14.5 billion.

It also ranks 5th in the U.S. top restaurants in terms of system-wide sales.

Our Take: Can a Simple Dunk Carry a Whole Campaign?

Fries and Frosties, who would have thought? 

Wendy's takes something people already do, something a little messy and a little nostalgic, and turns it into a reason to show up.

Everything connects tightly.

The product, the players, the app, even the timing of a dunk, they all point back to the same action.

Most campaigns scatter their energy across too many ideas, but "Dunks Menu" keeps it focused and lets repetition do the work.

In other news, Pizza Hut recently launched its new "Hut Crust" platform, born out of consumer interest in different crust offerings. 

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