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Wendy's touts freshness in new ad campaign

DUBLIN Ohio Wendy's broke a new TV advertising campaign during Wednesday's "American Idol" finale that focuses on freshness with the tagline, "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 debut spot, called "Kicking Trees," opens on a throng of people in a forest kicking trees. It cuts to a man wearing red pigtails to make him look like Wendy in the chain's logo. "Wait a minute. This feels all wrong," he says. "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 gets the crowd to join in chanting "hot, juicy burger." They head out of the forest, presumably to the nearest Wendy's.

The new tag replaces "Do what tastes right," created by McCann Erickson, Wendy's agency since 2002 before losing the account to Saatchi.

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