Wendy's introduces first-ever integrated cause marketing campaign

March 20, 2014

Wendy's is launching its first-ever national fully integrated cause marketing campaign to raise awareness for foster care adoption to help children find families.

According to a news release, the year-long campaign will include storytelling components to "show that everyday childhood moments some take for granted, like a hug or playing outside, might not be a reality for children waiting in foster care."

"Adoption is in our company's DNA. Our founder, Dave Thomas, who was adopted, instilled in Wendy's from the start the belief that 'these children are not someone else's responsibility, they are our responsibility'," said Craig Bahner, Wendy's CMO. "While we have quietly been supporting the issue and continuing Dave's legacy for more than 20 years, we're proud to leverage our marketing assets this year to bring more public attention to foster care adoption."

The integrated campaign includes:

  • National television and radio advertising featuring Wendy Thomas, the daughter of founder Dave Thomas, talking about her Dad's legacy and personal connection to the cause of adoption, and real-life adopted families in the commercial spots.
  • A new adoption hub on Wendy's website (wendys.com/adoption) that provides multi-media content on the issue of foster care adoption, Wendy's programming and links to learn more and take action.
  • "In Their Own Words" video series that tells real stories of adoption from the voices of adopted children and their families.
  • In-restaurant national promotions: Wendy's is taking its most popular regional programs — Frosty Key Tags and Halloween Coupon Books — nationwide for the first time, and continuing its Father's Day Frosty Weekend.
  • A blue ribbon graphic – an extension of the original ribbon that adorned Wendy's pigtails when Dave chose the image of his daughter for the logo – to provide a visual element for the campaign.

In 1992, the Dave Thomas Foundation for Adoption was created to help find homes for children in the foster care system waiting to be adopted.

Topics: Marketing / Branding / Promotion , Online / Mobile / Social , Social Responsibility

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