Industry News | April 30, 2012
Wendy's Launches "Wendy's Way" New Ad Campaign
Wendy's new advertising campaign, which debuted this month, focuses on consumer food choices and the benefits of choosing "Wendy's Way" – high quality ingredients and fresh, individual preparation.
The campaign features two consumer champions:
- A female consumer advocate who charmingly challenges food lovers' meal choices so they can discover a better option.
In the new commercial for Wendy's Signature Sides starting Apr. 30th, she helps a consumer discover she can "do so much better" with her lunch by trying Wendy's new side items, which offer greater variety and high quality. Once the consumer champion completes her task, she proclaims, "Now that's better," which becomes the commercial tagline.
This advertising approach will support Wendy's traditional product or promotion in four to six week periods.
- Wendy Thomas, the company's namesake and one of Dave Thomas' daughters – serves as the brand ambassador and advocate. She connects the traditional values of her father with today's consumers, who similarly place great importance in fresh preparation and premium ingredients.
Advertising featuring Wendy will not be tied to a particular promotional period, but run throughout the calendar year, reinforcing the brand's core values and compelling points of difference in a contemporary way. In a TV spot she says that "When Quality is your Recipe, you serve only the best," and that "We never cut corners on anything."
"We hold ourselves to higher standards in food ingredients and preparation. We take great efforts to ensure our products are made-to-order the right way with fresh, quality ingredients, and we believe this results in better tasting food," says Bob Holtcamp, Wendy's SVP of Brand Marketing.
"Our new campaign focuses on communicating these longstanding points of difference to today's consumers who are looking for a better experience."
The Wendy's Company is the world's third largest quick-service hamburger company. The Wendy's system includes more than 6,500 franchise and company restaurants in the U.S. and 27 countries and U.S. territories worldwide. For more information visit www.wendys.com, or www.aboutwendys.com.
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