Wendy's partnered with streetwear brand Lonely Ghost to launch a limited-edition line of merch and spicy ghost pepper sauce. This collaboration stands out for its community-first approach, targeting Gen Z rather than relying on celebrity endorsements. The messaging from both brands emphasizes connection and community. Teaser content effectively built anticipation, with Lonely Ghost hinting at the collaboration before the official announcement. The playful rollout strategy made fans question the partnership's legitimacy, adding an element of surprise.