Wendy’s Tests Ways to Showcase Menu

CHICAGO Wendy’s Old-Fashioned Hamburgers Restaurants is stepping up efforts to highlight food options for people who are watching their fat and calorie intake with new advertising.

Wendy’s, based in Dublin, Ohio, currently is testing the promotion of a variety of meal combinations in New York, Miami, Philadelphia, Columbus, Ohio, and Seattle. These meals feature food items that have been on Wendy’s menu for many years, but the company is now talking about them in a different way.

The Seattle test is being expanded with a local television advertising campaign promoting four meal combinations with less than 10 grams of fat. The ads created by McCann-Erickson in New York will run through September, Wendy executives said. Spending was not disclosed.

Store merchandising materials are being used to support the test in all five cities, but Seattle is the only market with added television advertising support.

These same meal combinations are also being promoted in New York and Philadelphia. Other options are being tested in Columbus and Miami.

The market tests will help determine the viability of Wendy’s promoting “lighter” meal combinations on a national basis.