Wendy's International

Calidad es Nuestra Receta

Wendy's International

Calidad es

Nuestra Receta

Wendy’s is an American icon. Yet internationally, it’s relatively unknown and franchisees have limited tools to tell its story. We worked with the brand to reframe its universal tale of quality, authenticity, and family and created content to help share it with the world.

Food & Beverage

packaging
digital
environments

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Quality Is Our Recipe® Everywhere

Wendy’s International Marketing team came to us looking to unify its brand story globally, to fundamentally change how international audiences think about Wendy’s. We began by simplifying the story, reframing all aspects of Wendy's experience and heritage as ingredients, a scalable concept that directly connects to Quality Is Our Recipe and demonstrates its ubiquitous importance to the brand. Messaging focused on Dave’s core principles and his commitment to treating everyone like family, as research showed that these values hold true across cultures, while the concept enhanced Quality Is Our Recipe instead of overshadowing it.

Cooking up a Content Toolkit

The Ingredients of Quality concept took hold in a custom content toolkit that included a brand anthem video, social assets, digital media ads, in-store collateral, out of home posters, and more. We wrote, shot, produced all of the content, leaning on the domestic brand look and feel as its foundation. We also developed a detailed Rollout Book that instructed franchisees on how to execute and extend content that we provided, with everything from messaging guidelines to visual standards to a detailed articulation of what Quality Is Our Recipe means to Wendy’s.

Services

Art Direction
Creative Development
Integrated Campaigns
Social Media

Food & Beverage

packaging
digital
environments

Our goal was to create a flexible system that could be tailored to each market, always with Wendy’s core values of quality, authenticity, and family as the focus of the story.

Customizable Content

We produced a variety of digital content for international markets such as Buenos Aires, San Salvador, Dubai, and Bali, with brand messaging spanning distinctly unique markets and cultures.

25⁺

countries worldwide

10⁺

international languages

Customizable Content

We produced a variety of digital content for international markets such as Buenos Aires, San Salvador, Dubai, and Bali, with brand messaging spanning distinctly unique markets and cultures.

25⁺

countries worldwide

10⁺

international languages

Ingredients of Quality

We reframed all aspects of Wendy's experience and heritage as ingredients, a scalable concept that makes a direct connection to Quality Is Our Recipe.

Ingredients of Quality

We reframed all aspects of Wendy's experience and heritage as ingredients, a scalable concept that makes a direct connection to Quality Is Our Recipe.

Colors and bold typography brings Wendy’s fresh and vibrant personality to the foreground while embracing their heritage and commitment to quality through video vignettes and photography.

meaningful moments

Our content studio looked to capture authentic moments that related to everyday people while featuring diverse talent that represented our international audience.

meaningful moments

Our content studio looked to capture authentic moments that related to everyday people while featuring diverse talent that represented our international audience.

In all, the work we created reached over 25 countries across Asia, Latin America, Europe, the Middle East, and the Caribbean, with countless impressions, introducing the world to Wendy’s.