Wendy’s Ad Campaign Strives To Convey A Healthy Image

With all of the negative media geared towards fast food restaurants, advertisers have a tough job in front of them. Selling a product that is labeled as the bane of healthy society isn’t easy. Health news reports and documentaries blame, in part, fast food restaurants for the obesity epidemic. But the advertising team for Wendy’s has answered the challenge.

Wendy’s recent ads have worked towards separating their image from other fast food type restaurants. The television ads show images of grilled chicken and freshly cut lettuce. Salads are the central food item being promoted. The announcer urges the consumer to try one of Wendy’s delicious and healthy chicken salads. And the ad ends with the catch phrase, “It’s way better than fast food. It’s Wendy’s.”

Wendy’s ad campaign is brilliant. Their advertisements centers on separating Wendy’s from the fast food label. Instead of competing with other fast food chains in the market, Wendy’s attempts to convince consumers their restaurant isn’t in the same market. Their ads concentrate on putting their food in a healthy light. So when a busy mom is faced with the prospect of having to feed her children a quick meal, she will think to herself “Wendy’s…It’s not fast food.”