January

31

Wendy's is Waaaaay Better Than Fast Food.

Posted Jan 31st, 2008 by Gordon Bowman  Category: Arts & Entertainment

 

WENDY’S PUTS HONEST QUALITY FRONT AND CENTER:
NEW AD CAMPAIGN HIGHLIGHTS WHY WENDY’S
IS ‘WAAAAY’ BETTER THAN FAST FOOD
DUBLIN, Ohio (January 28, 2008) – “Waaaay Better Than Fast Food.”
That’s how Wendy’s® (NYSE: WEN) is positioned in a new food-centric
advertising campaign set to debut on national television in the U.S. next week.
The advertising campaign, unveiled today at Wendy’s National Convention in
Orlando, features lingering, mouth-watering photography of Wendy’s premium
quality 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,” said Chief Executive Officer and President Kerrii
Anderson. “To reinvigorate sales growth, we are executing our strategic plan,
focusing on strengthening operations, launching new products and taking
decisive action.”
“Our quality food will be the hero of our advertising once again. This evolution of
our advertising approach is based on extensive consumer research over the last
eight months, working in close collaboration with our agency partners and our
franchise advertising committee,” Anderson said. “This effort has been driven by
a clear understanding of our brand strategy and hallmarks of quality, freshness
and honesty.”
The new campaign from Wendy’s agency partner, kirshenbaum bond + partners,
still leverages red-hair iconography, but does so in a way that is more genuine
and true to the Wendy’s brand.
Each television spot opens and closes with an animated version of the
Company’s familiar logo – the enduring image of Wendy, a red-headed, little girl.
2
“The Wendy icon stands for wholesome authenticity and honest quality,” said Jon
Bond, chairman of kirshenbaum bond + partners. “It’s one of the most powerful,
under-used assets in the consumer world today.”
“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.”
Each ad ends with a voice saying, “It’s waaaay better than fast food. It’s
Wendy’s.”
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.
The new campaign will be fully integrated with radio, outdoor, on-line and store
merchandising components.
In addition to kirshenbaum bond + partners, Wendy’s other advertising agency
partners include: Saatchi & Saatchi and Vidal Partners (Hispanic advertising).
MediaVest handles Wendy’s national media planning and buying.
Wendy’s International, Inc. overview
Wendy’s International, Inc. is one of the world’s largest and most successful
restaurant operating and franchising companies.
Wendy’s recently received brand, food and operations accolades from:
1. Zagat Survey®, a leading global provider of consumer survey content,
which named Wendy’s in 2007 as having the best hamburgers in the
quick-service restaurant industry. In addition, Wendy’s ranked first among
quick-service “mega-chains” (i.e., those with at least 5,000 outlets) for
food, facilities and popularity.
2. The 2007 American Customer Satisfaction Index (ACSI) survey, produced
by the University of Michigan’s Stephen M. Ross Business School, ranked
Wendy’s in the top spot for customer satisfaction in the “limited service
restaurants” category.
3. QSR® Magazine’s 2007 Consumer Survey rated Wendy’s as consumers’
favorite quick-service restaurant (QSR) for the second-straight year.
4. Speedy service earned Wendy’s the top spot for fastest drive-thru times
once again, according to QSR Magazine’s 2007 Drive-Thru Study.
More information about the Company is available at www.wendys-invest.com.

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Gordon Bowman - Pertoria, Inc. | P O Box 867 | Pemberville, OH 43450

gordon@pertoria.com | www.pertoria.com | 419-287-3534 1 Comment »

One Response to “Wendy's is Waaaaay Better Than Fast Food.”

  1. Tom Stanley Says:

    I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you.

    Tom Stanley

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