Why 'Freshness' Is Wendy’s New Marketing Ingredient

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Wendy’s has unleashed a new campaign touting its new slogan, “You know when it’s real.” Ads via The Kaplan Thaler Group, New York, show consumers smartly pointing out the “reals” and “fakes” in everyday situations. (Examples include a child pokes a woman masquerading as the Statue of Liberty; a bald man’s wig blows off.) The fast feeder is trying to get the point across that consumers can just as easily tell when restaurants use real or frozen ingredients, said Wendy’s CMO Ken Calwell in an interview with Brandweek.

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