In 2020 Wendy's, the quick service restaurant chain, was preparing to launch a new lettuce in salads in Canadian outlets when COVID-19 hit. In-dining options were restricted and Canadians turned to comfort food. This case describes how the brand launched its ‘Grown with Love’ campaign to get keen salad eaters to follow the journey of Wendy’s lettuces from greenhouse to restaurant counter. Consumers were urged to Tweet positive messages that were read out in the greenhouse and used on packaging. The strategy resulted in above-target increases in sales of salads and overall sales.