Campaign details
Advertiser: Wendy'sAgencies: Ketchum, VML and Spark
Situation analysis
For nearly 50 years, Wendy's has prided itself on using only fresh beef to make its hamburgers. That's a major differentiator in the world of fast food, and Wendy's supply chain and marketing efforts have been built around that quality.
But recent consumer research had thrown the brand a curve ball. It turned out that 70 percent of consumers didn't believe Wendy's used fresh beef, lumping them in with the many fast food restaurants that rely solely on frozen beef. This widespread misperception undermined virtually all the...