Wendy?s is highlighting the freshness of its own ingredients through a social and video campaign called Freezer Dig that aims to promote brand interaction on mobile devices.

The campaign aims to point out the inferiority of frozen food, which Wendy?s claims never to use, to fresh food by encouraging users to dig in their freezers and see what the oldest thing they have in there is. To get people to participate, Wendy?s is a sharing a video series called Freezer Dig and asking customers to share images of their long-frozen food items with a promoted hashtag, #FreezerDig.

Freezer Dig
Wendy?s has prided itself on the freshness of its ingredients, claiming to never use frozen food, unlike the majority of other fast food chains.

To highlight this, the brand?s newest campaign, Freezer Dig, connects with consumers on two levels ? through mobile social video and by encouraging user-generated content on social media.

The humorous campaign is available from the brand?s YouTube page but also will be shared on its relevant social channels where consumers can watch from their mobile devices.

In addition to the video series, Wendy?s is encouraging its customers to share their own lost treasures found in the depths of their freezers on social media using the hashtag #FreezerDig.

Users can post their photos on Facebook, Twitter and Instagram with the accompanying hashtag. Every day, Wendy?s will pick one winner from the submitters to win a year?s worth of fresh hamburgers.

The campaign lasts from Halloween until Nov. 20.

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Wendy?s is no stranger to using mobile as a host for social campaigns and contests. The brand has tapped in to how powerful mobile can be as a tool for driving brand engagement and encouraging users to purchase or interact with the brand.

Wendy?s previously worked with Major League Baseball, encouraging users to share a selfie with a Wendy?s frostie for a chance to win a free subscription to MLB?s live sports streaming service (see story). 

That campaign leveraged mobile and user-generated social content to encourage users to use a streaming service, similar to how the brand also incentivized customers to listen to a track form indie band American Authors on the Wendy?s Facebook page earlier this summer (see story).

In that case, the social channel was used to introduce consumers to new content and potentially get them to interact with Wendy?s who then had the chance to listen to a new track exclusively.

This new campaign combines the two with a streaming video series that encourages user-generated social content and interaction in an effort to tie consumers in more closely with the brand and offer them a unique experience.