Golin drove interest by executing the first sandwich “drop”, driving hype for a completely new menu item by connecting to hype culture. We positioned the sandwich like a must-have sneaker, prompting fans to pre-purchase the sandwich and getting a ‘crispyjuicetender’ capsule collection. The team captured attention with the limited-edition record and hoodies along with the sandwich – causing the pre-purchase drop to sell out in 3 minutes and earning 2,550 media placements.