Wendy's: Pretzel bacon cheeseburger love songs

This case study describes how US fast food chain Wendy's targeted a new demographic of under 35s by presenting a revamped cool image to appeal to them.

Wendy's: Pretzel bacon cheeseburger love songs

VML

What were the objectives for the creative work?

"We have an established brand for baby boomers. They grew up seeing (Wendy's founder) Dave Thomas on television, but what we don't have is an established presence with those under the age of about 35. We needed to find a way to connect with that younger audience," said Brandon Rhoten, Wendy's VP of digital and social media.

With this in mind, our commercial and communications objectives were clear:

  1. Be Cool: Capture the hearts and minds of millennial audience to gain relevance.
  2. Be Better:...

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