Wingstop landed in Spain in 2022, still finding its footing: figuring out the market, the audience, and how to actually talk to them. Fast forward to 2026: the brand had real fans, physical locations in Madrid on the horizon, and a moment to finally show up the way it deserved. Developed as brand strategist and copywriter at Genialidades
Year
2026
Client
Wingstop
problem
For some, Wingstop already existed as a reference point, through international stores, US pop culture, content seen online. But that wasn't the same as having an actual identity in Spain. Stores were coming to Madrid, and the content, voice, and visual presence needed to carry that weight didn't exist yet locally.
outcome
We built a content strategy to set the stage for what was coming. Beyond strategy, I was part of the creative and shooting direction team, and led the UGC creator program, making sure the brand's voice and visuals were ready for its next chapter. Results: +1k followers in one month