News

Wendy's teams up with VH1 for music discovery program

April 24, 2013

Wendy's has signed on as a sponsor for VH1's "You Oughta Know" music franchise. The multiplatform initiative, which launched in 2004, spotlights up-and-coming musicians.

Many "You Oughta Know" artists have gone on to win industry awards, including Adele, Mumford & Sons, Ed Sheeran, The Lumineers, Foster The People, The Civil Wars, Grace Potter, Gotye and more.

The six-month sponsorship features the creation of the exclusive sub-franchise "Wendy's Fresh On The Scene," which will feature 30-second profile interviews of that month's You Oughta Know artist by VH1's Jim Shearer. The vignettes will also have specially crafted graphics to further integrate Wendy's branding.

Artist interviews will tie into Wendy's brand messaging such as "quality" and "fresh."

Also, the featured artists will have more video rotations each week during the featured month, each with a customized Jim Shearer introduction of the "Wendy's Fresh On The Scene" spot. There will also be in-show integrations on VH1's "Big Morning Buzz Live" daily show which may include an interview or performance and messaging that highlights Wendy's connection.

"Wendy's consumers are passionate about music and this extension allows us to connect our customers with upcoming artists and music they enjoy," said Mark O'Leary, Wendy's director of national and local media.

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