We shot “lick-the-screen” footage and moved Wendy’s signature sass from social into television by creating a food-forward campaign that launched with a Super Bowl spot using McDonald’s own words against them.
Fresh, Never Frozen Beef – “iceberg” – :30 TV – Super Bowl
Art card copy written with a sense of humor and a touch of ‘tude. Tabletop shot to spark appetites and drive trial. Music selected to layer in confident energy. After the Super Bowl, the “Real Talk” campaign became the preferred template for Wendy’s television in 2018.