Wendy’s: Grown with love

Wendy’s, a fast-food restaurant, drove its salad proposition in Canada during the pandemic with a targeted social media campaign that delivered growth in sales and category share.

Campaign details

Brand: Wendy’sAdvertiser: Wendy’s Restaurants of CanadaEntrant: McCann CanadaCategory: Single MarketPrincipal author: Liam Brown, McCann CanadaContributing author: AJ Jones, McCann Canada

The background

Wendy's exists in one of the most competitive categories in Canadian retail: Quick Service Restaurants. Caught in a battle between providing low prices and higher quality, Wendy's has become known as one of the few in the category firmly on the side of quality (Angus Reid).

A challenger brand, Wendy's sits in third place, well behind the big national chains, McDonald's and A&W (the Canadian...

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