Wendy’s Launches Marketing Campaign to Give a Voice to Foster Care Adoption

wendys_2012_logo_detailWendy’s believes every child deserves a family – especially the more than 134,000 children waiting in foster care. That’s why Wendy’s is launching its first-ever national fully integrated cause marketing campaign to raise awareness for foster care adoption to help children find families and to highlight Wendy’s long-term commitment to the issue.

The year-long marketing program provides a powerful voice to tell the story of foster care adoption. Campaign components are carefully crafted to show that the everyday childhood moments most people take for granted – like hugging Mom before bedtime or playing outside with Dad – might not be a reality for children waiting in foster care.

“Adoption is in our company’s DNA. Our founder, Dave Thomas, who was adopted, instilled in Wendy’s from the start the belief that ‘these children are not someone else’s responsibility, they are our responsibility’,” said Craig Bahner, Wendy’s Chief Marketing Officer. “While we have quietly been supporting the issue and continuing Dave’s legacy for more than 20 years, we’re proud to leverage our marketing assets this year to bring more public attention to foster care adoption.”

The integrated campaign includes:

  • National television and radio advertising featuring Wendy Thomas, the daughter of founder Dave Thomas, talking about her Dad’s legacy and personal connection to the cause of adoption, and real-life adopted families in the commercial spots.
  • A new adoption hub on Wendy’s website that provides multi-media content on the issue of foster care adoption, Wendy’s programming and links to learn more and take action.
  • “In Their Own Words” video series that tells real stories of adoption from the voices of adopted children and their families. To meet the first family, visit here.
  • In-restaurant national promotions: Wendy’s is taking its most popular regional programs—Frosty Key Tags and Halloween Coupon Books—nationwide for the first time, and continuing its fan-favorite Father’s Day Frosty Weekend.
  • A blue ribbon graphic that is an extension of the original ribbon that adorned Wendy’s pigtails when Dave chose the image of his daughter for the logo, providing a distinct visual element to represent cause for Wendy’s.

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