Wendy's: Super Wendy's world

Wendy's, the burger chain, carried out a campaign to keep themselves at the forefront of consumers' minds in the US.

Situation Analysis

Wendy's is the #3 quick service restaurant (QSR) burger chain in America, founded on a key point of difference in the QSR category that was as unique in 1969 as it is today: Wendy's only uses FRESH, NEVER FROZEN BEEF (unlike the behemoth category creator: McDonald's).

Not only does McDonald's outspend Wendy's, but today the average American will drive past three of its restaurants before seeing a Wendy's. That's problematic when most meal-time decisions are made impulsively, and the restaurant that is top of mind is the one nearby that gets the visit. When consumers are thinking fast...

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