Wendy's breaks new North American campaign
By Adnews Staff
Fast food chain Wendy's Restaurants broke a new North American advertising campaign called "Do What Tastes Right" yesterday. The campaign, created by MacLaren McCann, will start running in Canada and the US on May 25. The creative focuses on the heritage of the company and the taste of its food. The effort will include national television, print and Internet advertising, along with additional television, radio and outdoor ads in local markets. The campaign will begin with two brand-oriented television ads that will run for several weeks. Later executions will promote specific menu items and the chain's late night service. "This campaign reminds consumers in a powerful, engaging way that there really is a difference in the food and the experience at Wendy's," said Ian Rowden, chief marketing officer at Wendy's. "We are making a fresh, bold statement as to who we are and what we stand for as a brand, and we're doing it in a much more contemporary and relevant way. We also will use a new strategic approach for scheduling our media. Rather than just focusing on one message or product at a time, we now will be targeting different audiences with different messages at the same time to reach the broadest possible base of consumers."