Red-pigtailed guy in Wendy's TV spot shouts out for juicy burgers

Nation's Restaurant News,  June 11, 2007  

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DUBLIN, OHIO -- Wendy's, based here, has launched a new TV campaign that focuses on the freshness of its hamburgers with the new tag: "Fresh, never frozen. Wendy's. That's right."

The campaign is the first work for the 6,600-unit chain by New York-based Saatchi & Saatchi, which became the lead agency on Wendy's $300 million account in January.

The new marketing effort's debut spot, called "Kicking Trees," opens on a throng of people in a forest kicking trees and cuts to a man who is wearing red pigtails to make him look like Wendy in the quick-service chain's logo.

"Wait a minute," he says. "This feels all wrong. Just because they're doing it doesn't mean I have to.

"Why the hamburger made from frozen beef? It'll be all dry."

Then he shouts that he wants a hot, juicy burger, and he gets the crowd to join in chanting "hot, juicy burger." They head out of the forest, presumably to the nearest Wendy's.

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