Wendy’s expands localized TikTok marketing platformWendy’s expands localized TikTok marketing platform

The Wendy’s Co. is expanding its localized social-media advertising on TiKTok with the Tiger Pistol platform, according to a press release.

Dublin, Ohio-based Wendy’s and Tiger Pistol said the agreement is “a strategic move to enhance local-advertising efforts and engage with modern consumers,” the Austin, Texas-based company said in the announcement.

“Tiger Pistol’s local social advertising platform enables The Wendy’s Co. to seamlessly extend the power of TikTok advertising to its franchisees,” the company said. The main Wendy’s U.S. TikTok account has more than 1.7 million followers.

Kristin Tormey, Wendy’s global director for social media and digital engagement, said in a statement:  "Having already achieved remarkable success together in running Facebook and Instagram ads across our extensive network of over 6,000 restaurants, we aim to continue our industry leadership by facilitating the creation of high-quality, brand-approved TikTok ads for our franchisees.”

Tormey said Tiger Pistol has helped develop the necessary technology to execute the localized vision.

The social-media company said it is “helping Wendy's franchise restaurants engage with their local communities through vertical video to capture higher levels of engagement from their target audiences. This format minimizes distractions and provides a visually appealing experience, maximizing each ad's impact.

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Paul Elliott, Tiger Pistol’s CEO, said, “Our collaboration reflects Wendy's dedication to aligning with contemporary consumer preferences and its commitment to delivering top-tier advertising solutions to its franchisees."

Franchise owners or their ad agencies can select from brand-created ads designed to meet their business objectives, whether it's recruiting, increasing foot traffic, or promoting special deals, the company said.

Wendy's, founded in 1969, has more than 7,000 restaurants worldwide.

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