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.