Wendy's sought a high-impact campaign after years of fading from its past glory. The 'That's Right' campaign set out to connect with a younger generation of consumers- a group that had no connection with the brand.The new campaign was developed to inspire young adults to challenge the fast food status quo. The campaign was brought to life by a red wigged character who symbolized enlightenment that Wendy's does things differently. The bold and bizarre campaign has become a pop-culture phenomenon and immediately lifted Wendy's burger share and sale growth.

We delivered this impactful campaign in intriguing media environments to allow the Wendy's story to resonate boldly with young consumers. The media strategy was to drive immediate awareness, while also driving deeper engagement and relevance through targeted environments that reflected their core passion points- sports & gaming, movies & music, and social networking.

The campaign utilized the following highly relevant vehicles::60 execution launched online and on "American Idol" premiereUnleashed in other relevant media: cinema, interactive, gaming and social networking sites, mobile, radio, OOH, print, in-store, viral and guerilla.