Wendy's new marketing campaign MRK 317

1. By: Kimberly Maier-
Downing, Stephanie Fischer, and
Jordan Miller

2.  Created by Dave Thomas in 1969
 Pioneer of the drive-thru
 6500 restaurants worldwide
 Canadian partnership with Tim Hortons since
1995
 Tied for 2nd highest market share among
hamburger restaurants

3.  Hada number of unsuccessful campaigns since
2002 (Dave Thomas’ passing)
• Mr. Wendy
• “It’s Better Here” and “Do Wendy’s”
 Needs to build a new image
• Separates them from their competition and builds on
commitment

4.  Strengths
• 3rd largest fast food chain worldwide
• Healthier food options compared to competitors
 Garden Sensations Salads
• Successful merge with Tim Hortons
 Weaknesses
• Market share has held even
• Unsuccessful campaigns and slogans

5.  Opportunities
• Fast Food is the largest food segment
 Over 200,000 different restaurants worldwide
• Market has been increasing
 Due to more consumer time constraints
 Threats
• McDonalds owns 50% of the fast food market
• Popularity in sandwich restaurants
 Subway

6.  Increase Wendy’s Canadian market share from 12% to
14%
 Increase Wendy’s current revenue from $611.4 million to
$650 million
 Increase 1st time buyers by 20%
 Increase brand loyalty by 10%
 All are planned to be achieved by December 2012

7.  Young families between the ages of 24-45
 Have a total household income of $40,000 to $80,000
 Live in suburban areas just outside urban cities throughout
Canada
 After working a full day, must shuffle their children to their after
school activities
 No time to prepare meals
 Looking for a quick, balanced meal with healthier options at a
fair price

8. High
Quality
Wendy’s
McDonald’s
Burger King
Low High
Price A&W Price
Low
Quality

9.  A young family that consists of …
• Two parents: Sam and Pam
 The Coaches
• Three kids: Johnny, Ronnie, and Tommy
 The Hat-Trick
• One dog: Tucker
 The Mascot
 A short day in the life of this particular family
• Parents are full-time workers in the business industry
• They balance their lives between work and their children
• Children are members of their local hockey team
• Parents have no time to prepare meals
• They all end up going to Wendy’s before making it to the Hockey
arena on time

10.  Objectives
• To communicate to young families that Wendy’s provides quick
quality, made to serve hamburgers, as well as other great options
 Strategies
• Central Theme
 The short day in the life of the balanced family
• Appeal
 Positive and Lifestyle
• Tagline
 “Doesn’t take time to enjoy Wendy’s”
 Execution
• Advertising family would be able to experience Wendy’s quick
and convenient service while in a rush to their hockey game

11.  Objectives
• Increase awareness
• Increase brand loyalty
 Execution
• Radio ad will air during the week between 7am
and 9am, and again between 3pm and 6pm
• Coupons will be distributed via mail to targeted
urban areas, with a high level of young families
• Television commercials will be debuted during
primetime hours on family channels such as
CBC, CTV, and Global

12. 1000000
900000
800000
700000
600000
500000
Television
400000 Radio
Coupons/contest
300000
200000
100000
0

13.  Objectives
• Increase awareness
 Strategies
• Mail
 Execution
• Include coupons, which allows families to save
• Mail will be sent out to each household in
segmented areas within our target market.
 Neighborhoods with a high population of families with
younger children.
• Contests and events will be announced

14.  Objectives
• To enhance Wendy’s overall image as a popular and trusting fast-
food brand to our target market
 Strategies
• Search Advertising (Google)
• Banner Ad (Toronto Star)
• Email Ads (Hotmail)
• Social Media Network (Facebook)
 Execution
• Virtual contests on Wendy’s official Facebook page
 Parents
 Kids

15.  Objectives
 Strategies
 Execution
• Promotions
 Buy one get one
 Free biggie size meals
 Free frozen treat with all combos
• Contests
 Children from sports teams and school participate in a
contest to win prizes such as a free Wendy’s lunch for
the whole class/team

16.  Objectives
• To show that Wendy’s restaurants support youth minor
hockey associations across Canada
 Strategies
• Create Message Content
 Contact all provincial minor hockey associations about our
upcoming sponsorship
 Execution
• Press Release
 Who: Youth Hockey Associations across Canada
 What: To inform these associations about our sponsorship for
pre-determined divisions (12 teams per division)
 Where: Major Canadian newspapers and the head office of
each provincial minor hockey association
 When: January 2012
 Why: To preview our sponsorship for the upcoming regular
season (Fall 2012)

17.  Objectives
• To inspire the target audience to become involved in a one day
hockey tournament
 Strategies
• To associate Wendy’s with the popular sport of hockey in
suburban areas
 Execution
• 1st annual Wendy’s hockey tournament would take in May 2012 at
The Sports Village
• 64 teams participating across Ontario
 Each player would get a Wendy’s water bottle just for participating
• Winning team receives Wendy’s custom hockey jerseys along
with a $250 voucher towards a party

18.  Objectives
• To establish one-on-one relationships between parents of young
families and the people of Wendy’s
 Strategies
• Qualify customers
• Identify customer needs
• Conduct Sales Presentations
 Execution
• Prospects would be parents who are living with a balanced
lifestyle
• Find these people in shopping malls
• Show them the new advertisements

20.  Entire IMC Campaign
• Personal Interviews
• Online Surveys
 Advertisements
• Day After Recall Test
• Reach/Frequency
 Sales Promotions
• Redemption Rate

21.  Direct Response
• Total number of letters returned
 Interactive
• Ad Clicks/Views
• Visits
 Experiential
• Awareness
• Online Surveys