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DUBLIN, Ohio (AP) - Wendy's International Inc., still struggling to connect with customers in its advertising as it did when founder Dave Thomas appeared in the hamburger chain's commercials, rolled out a new campaign on one of television's biggest stages Wednesday night.
The campaign, which debuted during the season finale of "American Idol," is built on the slogan "That's right." It's a new twist on an old standard that Thomas relied on in the more than 800 ads he appeared in over 12 years for the No. 3 hamburger chain before his 2002 death: The use of humor to emphasize Wendy's made-to-order food and unfrozen beef that set it apart from its competitors.
"Wendy's has got this great legacy and heritage," said Kevin Roberts, Worldwide CEO for ad agency Saatchi & Saatchi. "I think many agencies have struggled with how do you replace Dave. I think here we haven't replaced him. We've taken what he said and what he thought and given it to the consumer. Now Dave is not the boss, but the consumer is the boss."
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