Wendy’s Goes Viral with Crazy Lettuce Video


Source:  Ad Age

When it comes to fast-feeders, the quirky viral video has largely been the domain of Burger King. But square-burger marketer Wendy’s is trying to get the buzz headed its way with a new video called “Crazy Lettuce.”

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…Wendy’s worked with Kirshenbaum Bond & Partners, New York, on the video…

…The work is its first effort in the space and a stark departure for the chain…

So far, results for the film are mixed. Reviews are overwhelmingly positive on MySpace, where it has received 82,000 views, and heavily negative on YouTube, where it picked up about 16,000.

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Mr. DeBellis said it’s difficult to set a bar for success for “Crazy Lettuce,” which was done for $25,000, while the average TV commercial costs more than $300,000.

Wendy’s could use a home run. Second-quarter net income fell 32% on higher commodity costs and sluggish sales. Same-store sales were up only 0.1% at company-owned restaurants, and 1.1% at franchised locations.





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