Wendy's supporting foster children through sponsorship, Twitter

Dec. 19, 2012

To support children in foster care, Wendy's is sponsoring CBS Television Network's 14th Annual "A Home for the Holidays," a program focused on stories from families who have adopted. The program, which airs tonight at 8 p.m. EST, will also feature performances by Rachel Crow, Melissa Etheridge, Rascal Flatts and other entertainers.

Wendy's is also supporting adoption through its Twitter account. For every tweet using #TreatItFwd until Dec. 21, Wendy's will donate 50 cents to the Dave Thomas Foundation for Adoption (DTFA), a non-profit organization established in 1992 by Wendy's founder Dave Thomas, who was adopted.

Wendy's will donate up to $25,000 to the foundation in support of Wendy's Wonderful Kids, the signature program of DTFA that focuses on moving America's longest-waiting children in foster care into adoptive families.

"Our involvement in 'A Home for the Holidays' and our social media fundraising are just a few ways we give back to the communities and families we serve every year," said Emil Brolick, president and CEO of Wendy's International. "We are grateful for the support of our customers who have helped us raise more than $10 million this year to find permanent loving homes for children in foster care."

Wendy's also promotes the adoption cause throughout the year, with:

  • Donation canisters at its restaurants' front counters;
  • 50-cent donations to DTFA for each Frosty purchased over Father's Day Weekend;
  • The sale of $1 Halloween Frosty coupon books for free Jr. Frosty desserts.

To date, Wendy's has helped more than 3,000 children in foster care find families, and several thousand more have been matched with families and are awaiting adoption.

Wendy's 2011 Father's Day Twitter promotion using #TreatItFwd was named "Golden Tweet" of the year by Twitter, meaning it was the most retweeted message of the year.

Read more about social media campaigns.

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

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