Submitted by Pulpkey

Wendy's India Burger Creator Campaign on Reels

Influencer Marketing

Pulpkey ran an 11-creator Reels and Stories campaign for Wendy's in India that sold the burger chain's sassy personality alongside its food, and the agency reports 3.58M views.

3.58MViews
2.03MReach
267KTotal Likes
110KSaves

Case in 60 seconds

Wendy's had recently been launched in India by Rebel Foods and needed its burgers to stand out in a crowded food delivery space, where a new chain competes for attention against brands customers already order from.

The page frames the brand's appeal as personality rather than product alone, because an urban, online-first audience responds to sass and wit in its feed, so a burger that carries an attitude gives creators something to perform with.

Pulpkey set out to make people crave Wendy's signature burgers for their bold, cheeky and slightly irreverent personality as well as their taste, handing that voice to creators who could carry it authentically.

Pulpkey handpicked 11 quirky, culturally in-tune creators who made 11 pieces of content across Reels and Stories, using dramatic burger reveals, meme-style reactions and slice-of-life moments, with creative freedom inside an agreed tone and amplification for visibility.

Pulpkey reports 3.58M views and 2.03M reach across the content, with 267K total likes, 110K saves, 70K shares and 1353 total comments, and the page reproduces audience comments praising the brand and creator pairing.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

India's urban, online-first audience, reached in a crowded food delivery space where Wendy's was a recent arrival.
Food delivery in India is crowded, so a chain recently launched by Rebel Foods needed content that made its burgers memorable enough to be chosen from a long list of options.
Wendy's plays the cheeky, irreverent burger brand, and the page describes the target as making it the burger brand to remember rather than one people simply eat.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Pulpkey (lead_agency)

Creator role

  • bunshah — creator
  • dharnaaaaa — creator
  • cassiusclydepereira — creator
  • sushh_thogre — creator
  • food_lunatic — creator
  • joey.doesnt.share.food_xo — creator

Results & Evidence

MetricValueResult type
Views3.58M viewsvideo_views
Reach2.03M reachreach
Total Likes267K likesperformance
Saves110K savesperformance
Shares70K sharesperformance
Total Comments1353 commentsperformance
Creators11 creatorscreators_count
Content Made11 piecesscope

Why Pulpkey's strategy worked

  1. 1

    A brand entering a new market with a strong existing tone can brief creators on attitude rather than product claims, because a defined voice gives them room to improvise while keeping the output recognisably on brand.

  2. 2

    Giving creators freedom within a named tonal boundary, such as edgy but not trying too hard, keeps content native to each channel while the brand retains control of how it sounds.

  3. 3

    Saves and shares carry weight for a food brand in a delivery category, because a saved or forwarded burger post points to later ordering intent rather than a passing reaction to the content.

Related Case studies