Halloween isn’t always about candy, sometimes it’s about Wendy’s Jr. Frosty. The chain, this year, is continuing its annual “Wendy’s Coupon Fundraiser” in support of the Dave Thomas Foundation for Adoption. Thomas, who was adopted and never met his biological parents, built the chain up from one location in Columbus, Ohio. In 1992, a decade prior to his passing, he created the foundation to help move children out of foster care and into families.
Conscientious parents are encouraged to buy a booklet of coupons, redeemable for a free Wendy’s Frosty Jr., in lieu of candy. The booklets cost $1.
“Not only does the coupon program generate awareness for the foundation, but the support it provides has been extraordinary,” said Rita Soronen, executive director of the Dave Thomas Foundation, in a statement. Last year, the coupon program raised $1.6 million for foster care adoption throughout the U.S. and Canada.
The foundation is one of many legacies left by Thomas. The chain has struggled to replace their founder who also served as its primary spokesperson.
Earlier this month, Nelson Peltz’ Triarc purchased the chain for $2 billion-plus. The new owners’ first order of business was to embrace the quality message Thomas had driven home, a move some analysts questioned.
It is currently pushing a three-headed value menu that offers the Double Stack Cheeseburger, Jr. Bacon Cheeseburger and Crispy Chicken Sandwich for 99 cents. Tag: “It’s waaaay better than fast food.” Kirshenbaum Bond + Partners, New York, is the agency. Wendy’s spent $770 million on U.S. media last year, excluding online, per Nielsen Monitor-Plus.