If you’re a U.S. fast food chain, how do go up against global heavyweights like McDonald’s and Burger King, with big budgets and big man power? If you’re Wendy’s, you find your own niche and you own it.
In a session titled ‘Beefin’ Up Brands: The Power of Creative Transformation”,hosted by WPP CEO Mark Read, Wendy’s US President and CCO Kurt Kane joined VMLY&R’s Global Chief Creative Debbi Vandeven to discuss how they transformed the brand into a social media hotshot at Cannes Lions 2019.
The transformation began several years ago when the 50 year-old group began channeling their energy into creating a conversation about the chain’s use of fresh beef. They started by diving into the brand’s history of advertising, and getting back in touch, so to speak, with founder Dave Thomas, who appeared in over 800 ads. They knew they had a genuine story but they didn’t know how to tell it – yet.
The search paid off when they found the voice they wanted to use in the group’s legendary “Where’s the Beef” ad. After going through “character camp”, the group defined the central tension in their brand story and brought it to life with a couple of modern twists. Rather than starting with traditional communication, Wendy’s flipped the equation on its head by starting the conversation they wanted to have, about fresh vs. frozen beef, on social media.
The brand is no stranger to innovation (they invented the drive-thru) but demonstrating that online isn’t easy with so many brands competing for consumers’ attention. They proved their mettle with operations like #NationalRoastDay, a Twitter rap battle, and by challenging their competitors through social media, all with a snarky humor followers could relate to and appreciate.
Then Wendy’s took things a step further by entering the world of esports, and the hottest game on the market, Fortnite. When the game added an expansion that challenged players to choose between pizza and burgers, the teams at VMLY&R noticed the burger shops had freezers. Using a red-pigtailed avatar that resembled Wendy, the founder’s daughter for whom the restaurant is named, they broadcast a stream of her destroying freezers, cleverly proving just how concerned the brand is about using fresh beef.
During the session the brand did an on-site demonstration for the Q&A with their Twitter team on-site, responding to questions in Wendy’s voice. When asked if they were ready to roast Cannes, they responded “honestly, I don’t have time to roast anyone that didn’t at least get shortlisted”.
The team was themselves more than just shortlisted. Their Fortnite stunt, “Keeping Fortnite Fresh” earned them a Social & Influencer Grand Prix. As Wendy’s President and CCO Kane explained earlier in the panel, “You can get a greater share of voice by earning it”.
About the Contributor
Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.
