Wendy's reduces the orange wigs in campaign


Wendy’s will scrap its eight-month old campaign — much of it built on young men wearing a red wig with braided pigtails — amid continued weak sales, the chain announced Monday. The campaign, which debuted during "American Idol" in May, has generated attention but hasn’t translated into improved sales, the company said.

The campaign was built on the tag, "That’s right," which relied on humor to emphasize the chain’s made-to-order food and unfrozen beef.

The slogan for a new campaign is "It’s waaaay better than fast food. It’s Wendy’s." The red wig still remains part, but the focus is now on the Wendy’s logo. Kirshenbaum bond + partners handled creative.
The logo opens and closes each ad. An animated Wendy holds a fishing rod in one ad to introduce the new fish sandwich. In other ads, she takes a bite out of a hamburger or holds a piggy bank to promote Wendy’s super value menu.

The new campaign better represents Wendy’s traditions while still focusing on the key target audience of 18-to-34-year-olds, Kerrii Anderson, Wendy’s CEO told the AP.