Business Case Studies, Brands & Branding and Private Labels Case Study, Wendy’s’ Advertising Strategy in 2006: Where’s the beef

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Brands & Branding and Private Labels Case Study

Case Title:

Wendy’s’ Advertising Strategy in 2006: Where’s the beef?

Publication Year : 2006

Authors: Roopa Devi Ramya & Aruna.N

Industry: Food, Diary and Agriculture Products


Case Code: BBP0038B

Teaching Note: Not Available

Structured Assignment: Not Available

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Wendy’s, the third largest burger chain in the world was known for its made-to-order menu items and emphasis on product quality. Wendy’s had differentiated itself from its rivals by targeting mature adults in its tone of communication.

The demise of Wendy’s spokesperson for 18 years, founder Dave Thomas, put the company through many iterative creative campaigns.

In 2006, Wendy’s decided to target the American populace in the 18-36 age segment, while continuing to communicate to other segments, and tailored its marketing strategy accordingly. It remained to be seen if Wendy’s attempt in appealing to youth would be a successful one.

Pedagogical Objectives:

    To discuss how advertising can play a vital role in the growth of a company.

Keywords : Wendy's, US, Fast Food Industry, Brands & Branding Case Study, Wheres the Beef/ Ad, McDonalds, Burger King, Viral Marketing, e-bay auction, Internet campaigns, quality, ESPN Chat room, Advertising, targeting youth


  • Dave Thomas – The face of Wendy’s
  • Wendy's loses its spokesman
  • The short-lived 'Mr. Wendy' ad campaign
  • Wendy's loses its luster
  • Wendy's' makeover
  • Wendy's used the Internet to reach out to youth

  • Wendy's targets the young
  • Wendy's 2006 Ad campaign
  • "It's better here"?
  • Dave Thomas' Life – Major Events
  • Wendy's Advertising Slogans over the Years
  • Wendy's Recipe for Success

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