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Wendy's unveils new ad campaign
January 28, 2008
DUBLIN, Ohio — Wendy's is set to debut its new advertising campaign — "Waaaay Better Than Fast Food" — on national television. The campaign, recently unveiled at Wendy's National Convention in Orlando, features photography of the chain's food.
Wendy's current "That's Right" campaign — with consumers donning red wigs as a symbol of enlightenment — has generated considerable attention for the brand, but has not sufficiently driven performance.
"We must raise the bar in 2008. To reinvigorate sales growth, we are executing our strategic plan, focusing on strengthening operations, launching new products and taking decisive action," said chief executive officer and president Kerrii Anderson, adding that the chain's food will be the focus of the advertising.
The new campaign from Wendy's agency partner, kirshenbaum bond + partners, still leverages red-hair iconography. Each television spot opens and closes with an animated version of the company's familiar logo — Wendy, a red-headed little girl. Each ad ends with a voice saying, "It's waaaay better than fast food. It's Wendy's."
"Unlike most logos, Wendy does not remain static in the new advertising. She opens each ad in a simple, surprising way that highlights the menu item being promoted in the commercial," said Bob Holtcamp, Wendy's vice president of brand marketing. "For example, she holds up a fishing rod to introduce our new hand-cut, North Pacific cod, fish sandwiches. In other ads, she'll take a small bite out of a hamburger; clutch a small piggy bank to promote our Super Value Menu; and do other things that open our ads with a wink and a smile."
Wendy, depicted in the logo, is the daughter of Wendy's founder Dave Thomas, who named the restaurant chain after her. She was eight when the first Wendy's restaurant opened in 1969.
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