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WHERE THE BEEF is

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Cheers to Dave Thomas, the ubiquitous face in more than 600 Wendy's ads in the past 10 years, who was named the first Parade All-American for Advertising at the

annual conference of the Association of National Advertisers in Laguna Niguel, Calif., Oct. 15.

"Dave sets the standard for business accomplishments and contributions back to the community and society," said Jack Griffin, evp/gm of Parade magazine in New York.

This marks the first Parade All-American for Advertising award, which Griffin hopes will be an annual event.

Thomas, who founded Dublin, Ohio-based Wendy's in 1969 and named the chain after his daughter, won the award for his success in running the company, as well as for his philanthropic efforts.

He created the Dave Thomas Foundation for Adoption and has donated more than $20 million to children's causes.

The Parade award is not the only one Thomas will receive this year. He will also be honored by the Guinness Book of World Records 2001 for having made more TV commercials than anyone in TV history.