The Wendy's Company: OmniearnedID™ brand lift methodology quantifies the power of PR for Wendy’s

Quick service restaurant Wendy's used an omniearnedID Brand Lift study to quantify the success of public relations marketing for its new Hot & Crispy Fry product.

The Situation

Wendy's took a stand against cold and soggy fry disappointment from its competitors with the introduction of a new Hot & Crispy Fry in the fall of 2021. This purpose of this menu innovation was to stand out from quick service restaurant (QSR) competitors and increase favorability.

Previously, Wendy's struggled with quantifying the power of PR beyond overall volume and impressions. As a solution, Ketchum introduced a new offering, an omniearnedID™ Brand Lift study, to quantify how communications significantly drove favorability, visitation and purchase. This compelled Wendy's to continue to invest in PR and take an integrated approach...

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