Campaign details
Brand: Wendy’sBrand owner: Wendy's CompanyEntrant company: McCann TorontoIdea creation: McCann Canada, TorontoMarket: CanadaSector: Restaurants & takeawaysMedia channels: Online video, Packaging & design, Search marketing, Social media, TelevisionBudget: 1 - 3 million
Executive summary
Wendy's needed to promote its new line of greenhouse-grown salad at a time when salad popularity was falling. Drawing on the insight that plants grow better when spoken to positively, Wendy's turned the idea of comfort food on its head and got Canadians to, quite literally, comfort food.
With over...