Lowe Profero Tokyo line up with fast food chain Wendy’s to develop digital strategy across Japan

Lowe Profero Tokyo, the global digital network of Lowe and Partners, have been chosen by US based fast food chain Wendy’s to develop their digital strategy across Japan.

The partnership will see Lowe Profero initially create a social strategy for messaging app LINE to increase brand engagement and footfall to their Tokyo stores.

LINE is a free messaging app that has captivated over 50 million users across Japan through use of stickers and emoticons. A significant proportion of LINE’s massive revenues are derived from brands paying to promote their characters as stamps on the platform.

In contrast Lowe Profero will establish an account personified as the brand’s mascot ‘Wendy’, or “Wendy Chan” as she is affectionately known in Japan. This approach will allow store level promotional offers to be blended with entertaining content, developing and exploring Wendy Chan’s personality in line with the global values of the Wendy’s chain.

Ernie Higa, founder and chairman of Higa Industries, the owner of Wendy’s in Japan said, “Wendy’s is a strong brand in Japan, and LINE represents a big opportunity to nurture customers with digital scalability in both acquisition and loyalty as we expand our store base.”

Higa, who is no stranger to success in this category, having built and sold the successful Dominos Pizza chain in Japan commented, “We chose Lowe Profero due to their enviable legacy of cutting edge digital executions across the region, not least in building brands on social channels.”

Lowe Profero Tokyo’s President James Hollow (pictured above) said he was excited to be working with such an iconic brand in this innovative way.

“Wendy’s have a great product that is well positioned to take advantage of market trends, and a strong desire to use their marketing budgets smartly to increase footfall as they rebuild their store network.”

“So it’s a great opportunity for us to show how fun, engaging content and slickly designed user journeys can drive bottom line. This campaign is based around bringing a classic brand icon to life as a personality on LINE, Japan’s newest cultural realm.”

Originally opening in Tokyo in the 1960s Wendy’s was a Japanese family favourite before withdrawing from the market in 2008. Since re-entering the market in 2011 and now under the ownership of Higa Industries Co Ltd, the brand has reinvented itself as a ‘fast casual’ restaurant chain in a new concept for the Japanese market.