Marketing with authorityMarketing with authority

Mark Brandau

Wendy’s has jettisoned its 3-year-old tagline, “You know when it’s real,” in favor of new commercials starring the burger chain’s namesake and daughter of founder and longtime spokesman Dave Thomas. The chain is counting on Wendy Thomas’ authenticity to reinforce the point that the quality message she carries is genuine — much as her father did in the hundreds of commercials he made for Wendy’s.


“Dave Thomas had the level of authenticity and the spirit of honesty, hard work and going to the next level to serve the customer,” said Bob Holtcamp, Wendy’s senior vice president of brand marketing. “Wendy Thomas’ job is to speak to that - the fundamental values and the belief system of the brand.”


After many TV campaigns and ad age...