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Wendy’s

Wendy's-McThis-Board

Wendy’s Middle East

Wendy's Stack

Wendy's long copy

Overview

I was brought in as the lead creative consultant on the ’09 pitch for Wendy’s – a 14 million a-year revenue win for Publicis Kaplan Thaler. Multiply that by five years and “you can has a lot of cheezburgerz.”

The “You Know When it’s Real” campaign focused on Wendy’s strengths: fresh, quality ingredients – and the care given them – harkening back to days of Dave Thomas.

Did it work? Well, within ten months Wendy’s had passed BK for #2 in sales, where they remain.

When I left the brand after a year, I handled the re-launch of Wendy’s in the UAE (Middle East) as a personal project. Some of that creative follows the U.S. work in the scroll.