CLIENT
Wendy's
Kurt Kane, President U.S. & Chief Commercial Officer
Carl Loredo, Chief Marketing Officer
Jimmy Bennet, VP, Marketing - Media, Social, Partnerships
Frank Vamos, Director of Brand Communications
AGENCY
John Godsey, North America Chief Creative Officer
Noel Cottrell, Chief Creative Officer, Kansas City
Derek Clark, Executive Creative Director, North America
McKay Hathaway, Group Creative Director
Bret Smith, Managing Director, Strategy & Insights
Jess Elwood, Creative DirectorMaggie Harn, Creative Director
Jennifer McDonald, Chief Client Officer, North America
Jason Bass, Managing Director, Client Engagement
Kelly Gartenmayer, Group Account Director, Client Engagement
Zach Leffers, Associate Director, Strategy
Jeremy Cline, Manager, Strategy & Insights
Matt Keck, Creative Director
Rachel Haden, Associate Director, Client Engagement
Emmy Hanlon, Senior Connections Manager
Shae Mermis, Senior Producer
Amy Winger, Global Chief Strategy Officer
Tomas Gonsorcik, Chief Strategy Officer
Ketchum
Spark Foundry
SUMMARY
Wendy’s decided to start serving breakfast, fast food’s only growing category. America runs on convenience; our favorite breakfast routines are hard to break. But Wendy’s, with far fewer restaurants than its competitors, was less convenient. To break through to consumers and break their routines, Wendy’s launched breakfast by touting ingredient quality and loudly declaring it America’s Favorite Breakfast.* *They just didn’t know it yet. Wendy’s successfully launched breakfast in 2020 with target consumer awareness (50% in five months) and sales (7% of company sales) ahead of schedule and expectations.
