Redhead redemption: US burger chain Wendy’s launches first campaign in Australia
Following the appointment of an Australian CMO last month, US burger chain Wendy’s has launched the first of several “unapologetically sassy” campaigns locally, via Today The Brave and Burson.
To celebrate World Redhead Day, which took place on Friday, Wendy’s Australia launched ‘Redhead Redemption’. Elevating redheads to “VIP status” — just like its leading lady — the activation gave anyone with red hair the chance to claim a free burger meal at the burger chain’s first local store on Cavill Avenue in Surfer’s Paradise.
Due to the hype, there were non-redheads looking to get in on the action too. To make the event as inclusive as possible, Wendy’s rewarded them too, only if they were willing to “make a red-hot effort and transform into redheads in solidarity” with the redheaded community.
Whilst i always love when a brand has a bit of fun, surely Wendy’s (and the agencies they’ve appointed) would know that Ronald McDonald has not been used in any meaningful way since 2016, and whilst the character remains synonymous with the brand, it’s an extremely dated reference for a new entrant to be making. The quote “…is filled with clowns and colonels…” reiterates this. Why would they choose to make such a mistake? For a Gen Z / Alpha audience, who they will no doubt profess to be going after, I’m not sure there would even be awareness of the aforementioned clown.