Wingstop’s 4/20 chicken promotion reaches new high

Foodservice chain unveiled new THC sauce in celebration of the unofficial holiday of stoners.

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Wingstop Hot Box

Wingstop’s latest holiday chicken promotion elevated the munchies to new highs with a new strain of THC. In this case, however, THC stands for The Hot Chili Rub, not the active chemical of marijuana.

The foodservice chain offered consumers a choice of its chicken sandwich, 8-piece classic or boneless wings or 3-piece tenders topped with The Hot Chili Rub (THC), starting on 4/20 and while supplies last. (4/20 is known as the unofficial stoner holiday for those who smoke marijuana.)

“Our fans count on Wingstop to deliver flavor when cravings hit, and 4/20 is no different,” said Melissa Cash, Wingstop’s chief brand officer. “This year, we’re bringing back the Wingstop Hot Box, with a bold new flavor that elevates any experience during this special day.”

THC rub combined the fiery zest of chili peppers with a secret blend of herbs and spices. The sauce “contains no cannabis, THC or cannabis derivatives,” the press release clarified.

I’ve seen a lot of holiday-themed chicken promotions in my time at WATT Global Media, some more successful than others. Let’s be blunt, no matter your view on cannabis, this promotion is sure to get attention.

How are you connecting with chicken consumers?

Do you work with a retail, foodservice, direct-to-consumer or producer/integrator who came up with a unique way to promote chicken consumption in 2023?

Nominations are now open for the 2024 Chicken Marketer of the Year award, with submissions being accepted until May 1, 2024.

Finalists will be profiled in Poultry Future and WATT PoultryUSA publications and at the 2024 Chicken Marketing Summit. The winning organization will be recognized during a trophy presentation at the 2024 Chicken Marketing Summit.

Attend the 2024 Chicken Marketing Summit

Make plans to attend the 2024 Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 29-31, 2024. This one-of-a-kind event will look forward to the consumer of 2035 and the issues that will impact their protein choices.

For the first time, the Summit will have two content tracks. As always, one track will focus on consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future. The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and convenience.

Submit your free nomination for Chicken Marketer of the Year.

Registration for the 2024 Chicken Marketing Summit is now open. For more information, go to


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