As I watch the progression of Wendy’s TV campaign with the man in the red wig with pigtails—Mr. Pigtails, as I’ve been calling him—it’s becoming clearer that the chain stands a better chance of reimaging itself into a hip brand than I had first thought. Before I go further, though, I must remind you that my judgment regarding Wendy’s advertising has not always been the sharpest. To wit: I was perhaps the only American who liked the “Mr. Wendy” campaign. I bet even Mr. ...
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