DUBLIN OHIO Wendy’s, based here, has launched a new TV campaign that focuses on the freshness of its hamburgers with the new tag: “Fresh, never frozen. Wendy’s. That’s right.” —
The campaign is the first work for the 6,600-unit chain by New York-based Saatchi & Saatchi, which became the lead agency on Wendy’s $300 million account in January. —
The new marketing effort’s debut spot, called “Kicking Trees,” opens on a throng of people in a forest kicking trees and cuts to a man who is wearing red pigtails to make him look like Wendy in the quick-service chain’s logo. —
“Wait a minute,” he says. “This feels all wrong. Just because they’re doing it doesn’t mean I have to. —
“Why the hamburger made from frozen beef? It’ll be all dry.” —
Then he shouts that he wants a hot, juicy burger, and he gets the crowd to join in chanting “hot, juicy burger.” They head out of the forest, presumably to the nearest Wendy’s. —