Wendy’s boosts media for reinvented salads

A five-week campaign for new salad flavours will span print, TV and digital with a focus on female consumers.

Salad has become a standard offering in QSRs over the past decade, but Wendy’s is trying to give it a new twist.

This week the chain is launching four new premium offerings, with an integrated media campaign that will convey a message of freshness and flavour, explains Lisa Deletroz, regional marketing director, Wendy’s.

‘This is our attempt to speak to our consumers’ desire for flavours that are on trend and a little more upscale; something that comes in the casual dining category but offered with the convenience of quick service,’ Deletroz tells MiC.

TV ads will launch Monday on conventional and specialty channels that target women (W Network), while print ads will run in magazines like Canadian Living, Today’s Parent and Chatelaine. The campaign was developed by the QSR’s AOR MacLaren McCann, with media handled by M2 Universal and creative by New York-based Kaplan Thaler Group.

‘This is something that we really wanted to go a little deeper into,’ Deltroz says, of the five-week campaign. ‘We have added print material, because we don’t do print with every execution.’ There is also a robust digital component to the ‘Reinvented’ salads launch, she adds.

The new choices – Apple Pecan Chicken, BLT Cobb, Spicy Chicken Caesar and Baja – are made to appeal to adults aged 18 to 49, but Baja specifically might appeal to the male target because of a chilli flavour, Deletroz says.