Wendy's International, Inc.: Good To Be Square campaign

Mark Lane

This paper describes Wendy’s attempt at an image update in 2005 following the loss of their founder who had become synonymous with the brand.

Wendy's International, Inc.: Good To Be Square campaign

Mark Lane

OVERVIEW

Wendy's International, Inc., was the United States' third-largest burger chain in the early 2000s, and it had a reputation for high-quality food that was the envy of the industry. The public face of the Wendy's brand was company founder Dave Thomas, who, with his folksy persona and rags-to-riches success story, had become an icon inseparable from the Wendy's brand, thanks to his starring role in a 12-year advertising campaign. Thomas's death in 2002 thus left Wendy's without a clear voice or direction in its marketing, a problem...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands