Wendy’s is refreshing its slogan and messaging that became part of the pop-culture lingo, “Where’s the Beef?”
The new campaign, “Deliciously Different,” focuses on what makes Wendy’s different from its stiff competition. The first installment focuses on Wendy’s signature hamburger—Dave’s Single—that it is fresh, never frozen and made with 100% North American beef delivered fresh from locations close enough to its restaurants that the beef never has to be frozen. The campaign also promotes improvements such as the new bakery style bun inspired by Dave Thomas’ original recipe.
“At Wendy’s our passion for quality has always made us unique compared to our competitors,” Kane said. “With this new effort, we’re more overtly celebrating the many delicious differences that customers tell us make Wendy’s a cut above.”
The creative also includes “Easter Eggs” hinting to other experiences on Google, Tumblr and a microsite at Othr-Guyz.com and the Hispanic version othr-guyz.biz, which spoof on what can be done with frozen beef, besides eat it.
Brandchannel posed five questions to Wendy’s CMO Kurt Kane about the new campaign. Kane talks about the strategy behind “Deliciously Different,” whether the “freshness” messaging will resonate with consumers and the creative used to make the point.
What one of the videos, “The Perfect Ratio.”
Network
