Wendy's Old Fashioned Hamburgers is gearing up for the launch of a new ad campaign that will present the long awaited introduction of the number 3 burger chain's original muse, Melinda Lou "Wendy" Morse (nee Thomas). The fourth child and youngest daughter of founder Dave Thomas will be featured in one of the fast-food chain's "most important product introductions." The series of ads for the Big 'N Juicy line of cheeseburgers will follow along the lines and mission of the latest "you know when it's real" campaign.
The chain touts that the beef patties used in the burgers are "40% thicker" than the original old fashioned burgers currently on the fast food menu. The ad was produced by Wendy's own agency, Publicis Groupe's Kaplan Thaler Group, and comes amongst several moves within the executive suite in recent months. In August, Wendy's Co. former president and CEO, Roland Smith, stated that a "2% to 3% increase in same-store sales" resulted from the Big 'N Juicy burger, which sold in three different markets.
The advertising campaign is set to be released over the internet and television on October 3, 2011, just in time for Advertising Week. The 8th annual conference is kicking off in New York City and will include some of the world’s largest advertising, marketing and media industry leaders. I feel that the use of Wendy's founder Dave Thomas' daughter will add a credibility factor to the fast food chain's reputation. It will help to promote the honest offering the chain has tried to incorporate with the "you know when it's real" slogan.
The full article on Wendy's latest menu addition can be found at http://adage.com/article/news/real-wendy-featured-hot-n-juicy-burger-rollout/229761/.
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