WORK
IDEAS
Wendy’s: Redhead Redemption
Opportunity
Wendy was the new redhead in town. Entering Australia meant taking on fast-food brands we’ve loved for decades, so simply announcing another American burger chain had arrived wasn’t going to cut it. We needed to give Australians a reason to notice Wendy’s, and ideally one only Wendy’s could own.Strategy
Luckily, Wendy’s had a pretty distinctive asset staring us in the face: red hair.It’s a tough life being a redhead in Australia, what with being called everything under the sun. Ginger, ranga, blood-nut, you name it. As a fiercely strawberry-blonde myself, I’ve copped the odd drive-by too. So when one of the world’s most famous redheads arrived in Australia, we thought it was about time being singled out for your hair actually came with some upside.
In other words, turn the punchline into the privilege.
Idea
For World Redhead Day, we made Aussie gingers VIPs, offering anyone with red hair a free burger at Wendy’s first local store in Surfers Paradise. In an act of goodwill, we even let non-redheads join in, provided they made a red-hot effort and donned a red wig in solidarity with their pasty-skinned brothers and sisters.For once, being called a ranga paid off.
Recognition
B&T AwardsBest Integrated Ad Campaign