Bringing WOW! Chicken to the Digital Table

The WOW! Group is rarely subtle about an opportunity, and WOW! Chicken — its newest quick-service format — is no exception. As the brand prepares to roll out across new markets, Meraqi has been brought on as the digital partner from day one, a rare position for an agency: in the room before the first menu board is even printed.

The mandate covers the full digital identity of WOW! Chicken — social media strategy and content, platform-specific creative, community management, and the always-on calendar that keeps a QSR brand relevant between launches. It builds directly on the relationship Meraqi has built with the WOW! Group over several years across WOW! Momo and its other formats.

Getting in early on a launch changes the brief. Instead of fitting digital around decisions already made, the team has a seat at the table for naming conventions, visual identity rollout, and the tone the brand takes online from its very first post — work that usually only happens for a handful of accounts a year.

It's an extension of a pattern we like: clients who started with one brand in the portfolio bringing Meraqi along as they build the next one. WOW! Chicken is the latest example, and an early one for what's shaping up to be a busy year for the WOW! stable.