Wendy’s is aiming for a back-to-basics approach with a new marketing campaign it’s introducing this week.
The “deliciously different” campaign will center around Wendy’s classic hamburger, which is being prepared with a new bun inspired by founder Dave Thomas’ original recipe, the chain said. The sandwich will also now be wrapped in foil for heat retention.
“Deliciously different” ad creative will focus on the chain’s use of “fresh” ingredients—a positioning similar to tacks being taken by a number of chains looking to set themselves apart by emphasizing quality, such as Noodles & Company’s “Made. Different.” campaign.
Wendy’s said it will carry its new positioning through in future campaigns.