Defrost Our Competition

Strategy: GET North American consumers WHO feel that all fast food burgers are the same TO satisfy their next fast food craving with Wendy’s BY emphasizing how Wendy’s fresh, never frozen beef makes it distinct from the rest.

Insight: People don’t trust frozen food from restaurants because they have no idea whether it’s been in the freezer for 6 days or 6 months.

Idea: Defrost Our Competition

Wendy's puts frozen patties in their rightful place. Show consumers that low quality, frozen patties are beneath them... literally and figuratively.