Wendy’s was ﬁghting for licensing rights against McDonalds, Burger King, and countless other QSR brands for their kids’ meal program. Everyone knows the McDonald’s Happy Meal, but there wasn’t anything to make kids want to gobble up little square burgers at Wendy’s. They needed a way to stand out from the competition and create brand equity in their kids’ meal program.
Turn right when all other QSRs are going left. Make a bold move and cut movie licensing for the Wendy’s Kids’ Meal program. Reposition the brand to be focused on inspiring kids to create and play. Express the create and play positioning with a new identity system featuring interchangeable icons, liven up the brand voice, overhaul the toy program, and document everything in a brand guideline to ensure consistency.
Wendy’s is winning over kids and parents. Licensing costs have been eliminated and brand equity has been dramatically increased. The Wendy’s Kids’ Meal now stands as a category of one in a ﬁercely competitive market.
Project from Andrew’s portfolio at Harvest (the agency Andrew founded and ran for 14 years before selling to his business partner). Andrew led all strategy, brand positioning, copywriting, and creative direction. Design work by Mike Force.