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Wendy's begins breakfast campaign

Fast food chain Wendy’s Canada has begun an advertising campaign promoting its new breakfast menu. The campaign, developed by McCann Canada, focuses on the quality of the ingredients used in the chain’s food, particularly bacon. The creative uses the tagline, “Where’s the Bacon?” recalling the chain’s 1984 campaign that popularized the phrase “Where’s the Beef?”

The campaign began with social media activities, accompanied by national billboard and transit shelter executions, as well as digital advertising. Television, radio, mobile, search engine and online audio ads will also be used, as well as influencer activities and a sponsorship of reality television program Big Brother Canada. Media work is being handled by Initiative, with public relations from Ketchum. The creative depicts recreations of breakfast sandwiched purportedly offered by the chain’s competitors. It will run until June 19.

“We wanted this campaign to be fun and inviting not just for those who remember the original from 1984, but also for our Wendy’s fans who might not have even been born yet,” said Josh Stein, chief creative officer at McCann Canada. “Every element of this campaign, especially the casting, helped reinvoke the nostalgia of the 80s while still bringing it to life in a really fresh way.”

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