NEW YORK Interpublic Group's McCann-Erickson is introducing a month-long campaign for Wendy's this week with the themeline, "Wendy's has a better way," the agency confirmed.
The TV and print work focus on the Super Value Menu and its low-fat offerings. McCann is working on a new long-term image campaign for the fall, sources said, with that work expected in October.
Recent Wendy's ads had been tagged, "It's better here."
The New York agency won the $240 million account without a review in August 2002. Bates, last month dissolved by WPP Group's acquisition of parent Cordiant Communications Group, had been the incumbent. Wendy's is based in Dublin, Ohio.