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Marketing

Wendy’s breakfast ads succeed in cutting through the clutter

Commercials introducing the new lineup were among the week's most effective ads from QSRs, according to a rating service.
Wendy's breakfast
Photograph courtesy of Wendy's

Wendy’s succeeded in grabbing the public’s attention for its new breakfast menu, at least on TV. The burger chain’s introductory commercials for the a.m. lineup scored two of the top three slots on EDO’s weekly ranking of quick-service and fast-casual TV ads by their effectiveness.  

A common focus of last week’s top-performing spots seemed to be the new and novel. In addition to the two Wendy’s ads, high-scoring airings included commercials for Domino’s Pie Pass, the new app that enables patrons to jump the line, and plugs for KFC’s new novelty sandwich, a fried chicken fillet served between two glazed doughnuts. The Pie Pass ad topped the week’s ranking, while different airings of the KFC commercial earned three berths in the top 10, starting with No. 4.

The rankings are based on EDO’s proprietary Search Engagement Volume index, a gauge that measures changes in searches for a brand via Google or other search engines after a commercial appears. The rating company has found that searches are often the first step toward a purchase of a product or service.

 EDO’s ranking for full-service restaurant chains shows that value remained the dominant theme for a second week. Chili’s Grill & Bar dominated again with airings touting the casual chain’s latest 3 for $10 selections. 

The commercial landed four of the top five slots on the full-service ranking, including first place. 

Outback snagged second place with a spot for its limited-time steak and lobster items.  

10 most effective QSR/fast casual TV ad spots
Ranked by Search Engagement Volume (SEV)

  1. Domino's PizzaDomino's App - Pie Pass :30 - 50.9 SEV
    God Friended Me (CBS), Mar 1, 6.0M impressions
  2. Wendy'sChef Mike's New Favorite Breakfast :30 - 41.9 SEV
    A Million Little Things (ABC), Feb 27, 3.8M impressions
  3. Wendy'sAmerica's Favorite Breakfast :15 - 37.6 SEV
    The Bachelor (ABC), Mar 2, 6.4M impressions
  4. KFCFleur de Donuts - 35.4 SEV
    Survivor (CBS), Feb 26, 7.1M impressions
  5. SubwayWhat's Your Favorite? ft. Watt Brothers - 30.0 SEV
    The Voice (NBC), Mar 2, 9.0M impressions
  6. Domino's PizzaDomino's App - Delivery Business :30 - 27.8 SEV
    American Idol (ABC), Mar 1, 7.1M impressions
  7. KFCFleur de Donuts - 26.5 SEV
    The Bachelor (ABC), Mar 2, 6.4M impressions
  8. Dunkin'Matcha Lattes - Refresh - 26.3 SEV
    The Voice (NBC), Mar 2, 9.0M impressions
  9. SubwayBuy One Footlong, Get One Free - 23.5 SEV
    The Voice (NBC), Mar 2, 9.0M impressions
  10. KFCFleur de Donuts - 23.3 SEV
    America's Funniest Home Videos (ABC), Mar 1, 4.1M impressions

10 most effective casual-dining TV commercials
Feb. 25 – March 2

  1. Chili's3 for $10 - Chicken and Steak Fajitas :15 - 15.0 SEV
    The Voice (NBC), Mar 2, 9.0M impressions
  2. Outback SteakhouseLobster and Steak - It's Gone - 10.2 SEV
    American Idol (ABC), Mar 1, 7.1M impressions
  3. Chili's3 for $10 - Chicken and Steak Fajitas :15 - 9.0 SEV
    The Voice (NBC), Feb 25, 8.6M impressions
  4. Chili's3 for $10 - Chicken and Steak Fajitas - 8.3 SEV
    For Life (ABC), Feb 25, 2.5M impressions
  5. Chili's3 for $10 - Chicken and Steak Fajitas :15 - 8.0 SEV
    The Masked Singer (FOX), Feb 26, 6.7M impressions
  6. Olive GardenNever Ending Stuffed Pasta Pt. 1 :15 - 7.6 SEV
    The Voice (NBC), Mar 2, 8.5M impressions
  7. Red LobsterLobsterfest - Calling All Lobster Fans - 7.3 SEV
    Grey's Anatomy (ABC), Feb 27, 5.9M impressions
  8. Olive GardenNever Ending Stuffed Pasta Pt. 1 :15 - 7.2 SEV
    The Bachelor (ABC), Mar 2, 6.2M impressions
  9. Applebee'sNew Irresist-A-Bowls :15 - 7.2 SEV
    The Conners (ABC), Feb 25, 5.1M impressions
  10. Red LobsterLobsterfest - Calling All Lobster Fans - 7.0 SEV
    Grey's Anatomy (ABC), Feb 27, 5.9M impressions

Source: EDO

SEV = Search Engagement Volume

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