Wendy's founder Dave Thomas may be as familiar to consumers as the square hamburgers he promotes, thanks to the TV spots he has starred in.
The Bates USA campaign has featured Thomas since 1989, two years after the shop won the business, now worth about $150 million.
To showcase its success, Bates' New York and Dublin, Ohio, offices recently published a book of outtakes titled, Dave Thomas: a Decade of Dave in Advertising.
"Every year, we give [franchisees] a Christmas gift to remember the year gone by," said Gary Steele, Bates executive vice president, worldwide account director on Wendy's. "We've had so many milestones and hallmarks on this campaign. We thought, wouldn't it be nice to put together a Dave book?"
Bates printed 2,200 copies, sending about 500 to franchisees. Nearly 700 spots comprise the "Dave" campaign; the book features 125 photos of the founder in such guises as rock 'n' roll guitarist and hockey player.
Photos are by Robert Levite, Bates USA svp and former pro photographer. --Kathleen Sampe