Wendy's "Where's the Beef?" Redux
To launch a whole new line of cheeseburgers for Wendy's we brought back one of advertising’s most memorable catch phrases: “Where’s The Beef?"
How did we do it? In the form of a vintage T-shirt.
In addition to a series of TV spots, we tapped our online community to test their Wendy's burger knowledge for a free T-shirt. When those 200k ran out in about 2 hours, we knew we had to go bigger and smarter. Tapping into the nostalgia behind the campaign and vintage t-shirts, we created a website that allowed users to design their own “Where’s the Beef” T-Shirts online. The winners received prizing and their shirts printed.
To launch this site we took over Times Square and had 3 amazing artists create T-Shirts live. We handed out gift cards and T-Shirts, while 14 synced digital billboards promoted the online contest and we casted live online.
The results were astounding. Amazing designs, increased sharing and new brand fans. Wendy’s restaurants were happy too, showing a substantial increase in sales during our campaign.
Client - Wendy's
Agency - Kaplan Thaler Group
Creative Director - Jason Graff
Creative Director - Whitney Pilsbury
Art Director - Rob Baumgartner
Art Director - Kelsey Liss
Copywriter - Jason Liberatore