Wingstop’s Flavor World’ tour allows customers across the US to sample its flavours. Credit: Ser Amantio di Nicolao.

US-based restaurant chain Wingstop has unveiled a new brand platform called Where Flavor Gets Its Wings to allow US customers to explore its flavours.

The new campaign is part of the company’s national advertising effort to showcase flavour favourites.

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The fully integrated campaign is developed by Wingstop’s new lead creative agency Leo Burnett.

As part of the campaign, the restaurant chain will operate food trucks enabling customers to sample its 11 flavours at famous locations through its ‘Flavor World’ tour.

“We’re embarking on a journey to excite people so they can overcome the flavour indifference that keeps them stuck with bland and predictable fast food choices.”

Wingstop chief marketing officer Maurice Cooper said: “We’re embarking on an amazing journey to excite people so they can overcome the flavour indifference that keeps them stuck with bland and predictable fast food choices.

“Where Flavour Gets Its Wings is the first campaign we’ve launched that speaks to any eating occasion. Our long-time fans of Wingstop and the masses demanded a better flavour experience and will agree that Wingstop fits every lifestyle moment that food and flavour enhances.”

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The ‘Flavor World’ tour is will start at the LA Live followed by the South Beach Wine & Food Festival during this month. The company will extend the tour to other locations in March and April.

Established in 1994, Wingstop operates and franchises more than 1,200 restaurants across the US and nine other countries.

The company recently revamped its online platform and Wingstop app. It also introduced personalisation tools such as Wing Calculator in an effort to transform the ordering experience of its customers.