»  bg thoughts

If I were to ask you what the latest ad campaign from Wendy’s was, would you be able to name it? I’m guessing not. How about Burger King? I think that would be a different story…

The BK King has become an icon in the US in the last few years and by watching the commercials, it’s easy to see why. The combination of sarcasm and comedy is spot on and the commercials really do leave a mark. Which leaves poor old Wendy’s in the dark, right? Not quite!

A survey done by Vivaldi Lightspeed paints a (possibly) surprising picture; people by far and away trust Wendy’s more than BK and are more likely to recommend them as a result.  So the question becomes; what do these ads and social media strategies accomplish? Well the argument could be made that the BK commercials have done more to raise their Ad Agencies image than BK itself!

 

The reality of the situation is that if people are going to be truly attracted to your brand, your ads need to focus around an undeniable brand truth. For Wendy’s, that was the fact that their products are of a higher quality than others and they had the info to back it up. A quote from the info graphic (linked above and here) says it best. "The BK campaign might be funny but it doesn't motivate me to have a hamburger at BK today."