WENDY'S

When you think of the term “Fast Food restaurants”, what is the first that comes to mind? If your first thought was McDonald’s, then I wouldn’t blame you— a corporation that big deserves all the recognition it gets, both the good and bad. Personally, my first thought was Wendy’s. Where most fast food chains store their ingredients in a freezer or shipped by factories, Wendy’s pushed to having their food made “fresh, and never frozen”— just as their slogan says. Despite this, they are only ranked #5 in the world, which to me is a crying shame.

And this is where I had an idea.

Solution: A New Approach

What makes Wendy’s unique revolve around three factors: 1) when the burgers are round, they decide to make it square; 2) Where most restaurants use frozen ingredients, Wendy’s took the fresh route; and 3, which is what I decide to hone in on… they treat their ingredients as if they were homemade.

There was a point in time where every day, after school, and I wanted to stay out just a little bit longer, I go to Wendy’s and get myself some Chili Cheese fries. They always welcomed me with a warm smile, and customized it exactly how I wanted. I always left the restaurant with a warm, fuzzy feeling… so I decided to turn that into a campaign. And it all starts with this video.

Moving forward with this “home made” agenda (no pun intended), I created some outdoor advertising for billboards and bus shelters, so that whenever you look at them, it makes you think of Wendy’s… and it makes you think of home.