Wendy’s, alongside creative partner agency VML, is tapping into youth culture by leaning into the viral “Quarter Zip Movement,” a social trend popularized by content creator Jason Gyamfi (@whois.jason). The movement centers on Gen Z men embracing quarter-zip sweaters as a visual shorthand for personal growth, ambition, and a step up from more casual hoodie culture. In short, it’s about leveling up.
Wendy’s first acknowledged the trend in November with a timely meme across its social channels. Now, the brand has taken the idea further with a wordplay-driven promotion called “Quarter SIPS.” From December 8 to 12, Wendy’s offered soft drinks for just 25 cents, inviting customers to “upgrade their sip” in the same way Gen Z is upgrading their style.
To announce the limited-time offer, Wendy’s partnered directly with Gyamfi, the creator behind the movement. Gyamfi produced TikTok content for the brand, bringing authenticity and cultural credibility to the campaign while sparking engagement around the Quarter SIPS promotion in a way that felt native to his audience rather than bolted on.
Alli Pierce, chief creative officer at VML, summed up the approach by saying, “This campaign shows how Wendy’s tapped into culture by actively participating in the quarter-zip movement and launching Quarter Sips – an offer native to social and unmistakably Wendy’s.”
Big picture: it’s a clean example of a brand spotting a real cultural signal early, acknowledging it without overreaching, and then translating it into a simple, on-brand promotion that feels timely instead of try-hard.
CREDITS:
BRAND: Wendy’s
AGENCY: VML
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