Wingstop’s cinematic Vinnie Jones spot continues its community appeal
Wingstop’s ‘Big Ranch’ campaign with Vinnie Jones is the brand’s grandest effort to date, but the viral ‘hangry girl’ reel remains at its peak.
Paramount among the viral internet moments that live in my head rent-free is the 25 second clip that first introduced me to Wingstop.
The clip features a ‘hangry’ (hungry/angry) girl violently demanding she be taken to the the chicken store to satiate her food lust after a long day at work. An ingenious user had ‘remixed’ the clip to turn it into a heavy metal track in its own right.
This popular clip, in many ways, cemented Wingstop’s status as a community-led brand. This ethos that carries through to its recent effort... if little else.
Created in collaboration with youth co-creation agency Sondr and directed by Daniel R Wilson, ‘Big Ranch’ is a fun, no-nonsense ad, inspired by Sergio Leone Westerns with a British twist.
Vinnie Jones fronts the launch of Wingstop UKI’s new 9oz Big Ranch dip, a product driven entirely by fan demand on social media and now delivered.
Four times the size of the standard portion, Big Ranch finally matches the audience’s appetite for Wingstop’s most iconic dip, offering more of what fans already love.
Jones, whose legacy includes playing football at Chelsea and Wimbledon and roles in Guy Ritchie’s ‘The Gentlemen’ and ‘Lock, Stock and Two Smoking Barrels’, is perfect for the ad’s deadpan leanings.
The campaign casts Jones as “Big Ranch”, a nod to the brand’s sauce, which stays true to the original recipe. For years, Wingstop’s community has called for a larger Ranch offering, with thousands of comments and a growing social following pushing the idea into reality. The result is not just a bigger portion, but a fan-led product moment.
Vinnie Jones said: “Wingstop is cool – they’re disruptors and they’re bold. Felt like a perfect match to me. Keep an eye on them, they’re ahead of the curve.”
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