Wendy’s Is Running Snapchat-Style Mobile Ads For Facebook

In June 2015, Facebook gave marketers the ability to run full-screen mobile advertisements. The ad format starts as a plain, regular old Facebook ad on a user’s feed, but expands to fill the screen when the user clicks. So far, only a few brands have started experimenting with the new addition to the social network’s advertising portfolio.

Wendy’s is one of these companies. The food chain has capitalized on the new Facebook format to create a Snapchat-style (in that it takes up the entire mobile screen a la Snapchat ad) mobile campaign dubbed “Take It From the Top.” The ads include GIFs and videos to show how the restaurant’s burgers are made layer-by-layer. The interactive ads ask mobile users to tilt their phones to create a digital experience where a new layer slides up from the bottom of the screen to “build” a burger.

For example, the Wendy’s “Take It From the Top” campaign includes a GIF of ketchup as it’s squirted into a “w” shape,

which then moves on to a “Fixins” screen boasting a rotating carousel of pictures such as pickles, onions, and tomatoes. The Wendy’s Facebook ads finish up with an image of lettuce, a GIF of flapping cheese, and a video of a cooking beef patty.

“The Wendy’s quality story carries a lot of equity with our fans and we wanted to invite them into that story, literally layer by layer,” said Mike Bueno, Director of Digital Marketing at Wendy’s, as reported by Adweek. “We’re always looking for new ways to have fun with digital, and Facebook is a great partner in helping us do that.”

Here’s a video of the Wendy’s “Take It From the Top” Facebook ads, courtesy of Adweek. Expect to see more of its like while looking at Facebook on your mobile, internet-connected device soon.