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During Wendy's most recent earnings call last month, CEO Emil Brolick talked about how the company's next marketing campaign – succeeding the longstanding "You know when it's real" tagline – will be a big part of the brand's rejuvenation.
"You know when it's real" has been in place since 2009. Brolick called it the best campaign since the Dave Thomas series ended in 2002. Still, the idea behind a new tagline was to "take it to another level," he said.
"Too many consumers don't have top-of-mind knowledge of what makes Wendy's better, different. Our goal is to compete for share of mind, not just to sell products; to make an emotional connection with consumers," Brolick added.
That connection will come with the new campaign, unveiled by Burger Business, which is "Now that's better." The first commercial touting this line focuses on Wendy's new spicy chicken guacamole sandwich.
Both "You know when it's real" and "Now that's better" were created by Wendy's agency Kaplan Thaler Group.
Heading the new marketing campaign is Wendy's newly-hired CMO, Craig Bahner.
Check out Wendy's new commercial:
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