Wingstop - Thighstop

In 2021, a national shortage more than doubled the price of American chicken wings. Not good when both your menu, and brand, are built on wings.

To answer the craving for wings, Wingstop turned to another part of the chicken Americans often overlook and overnight, created a new Wingstop brand: Thighstop. Created as a ghost kitchen within Wingstop, Doordash delivered Thighstop nationally, while the brand hacked its own assets to replace wings with thighs in media, online, and even with hip hop mogul and actual Wingstop franchisee Rick Ross.

The campaign garnered 4 billion impressions in the first week.

Late night hosts couldn't help but make a few wisecracks about the stunt, but Thighstop's thighs were no joke, capturing 3% of total sales and becoming a permanent addition to the Wingstop menu.