The push is designed to showcase the exclusivity of the marque and its classics which begin with its Dave’s Single speciality hamburger
Quick service chain, Wendy’s, has rolled out a new marketing campaign, marking the latest milestone for the brand alongside its 45-year history. Carrying the theme Deliciously Different, the push is designed to showcase the exclusivity of the marque in relation to its household favourites.
The first installment has been developed to focus on the fast food provider’s signature hamburger collection which spotlights its Dave’s Single, Dave’s Double, and Dave’s Triple menu specials. The classics are taking the lead to promote Wendy’s never frozen 100 percent North American square beef patty.
Adding to the product’s impact is its ‘hot and juicy right off the grill’ element. Re-crafted with a bakery-style bun inspired by Dave Thomas’ original recipe, its unique selling point is multi-pronged to include premium produce, hand-sliced tomatoes, crisp red onions, and crinkle-cut pickles, and more.
According to the brand, foil wrapping has been introduced to keep the hamburgers extra hot so at to preserve the perfect balance of flavours. The advertising initiative emphasises the brand’s promise to deliver fresh beef from locations close enough to its restaurants so that the beef never has to be frozen.
The creative includes ‘Easter Eggs’ hinting to other experiences on Google, Tumblr as well as its Othr-Guyz microsite. Enlisting the support of an infomercial, the complementary layer aims to educate consumers on all the great things one can do with frozen beef besides eat it.
The campaign has both general and Hispanic market elements with unique executions tailored to both demographics. Overall, it also celebrates other improvements such as the new bakery-style bun featured across the Dave’s Single, Double, and Triple propositions.
“At Wendy’s our passion for quality has always made us unique compared to our competitors. With this new effort, we’re more overtly celebrating the many delicious differences that customers tell us make Wendy’s a cut above,” said Kurt Kane, Chief Concept and Marketing Officer at Wendy’s.