Wendy's Intentrack – Winning on Quality
BUSINESS SITUATION & CAMPAIGN OBJECTIVES
Wendy's began the year with some significant hurdles – a recessionary market where consumers were increasingly opting for at-home meals or on the hunt for more value in their out-of-home meals, a category in decline, strong and aggressive competition from deep-pocketed players and a brand that had perhaps lost its way in marketing.
Undeterred and invigorated by new management, a company-wide and passionate belief in the Wendy's brand and their right to win, Wendy's set a number of clear objectives – to differentiate themselves from their quick-service restaurant competitors,...