Wendy's
Wendy’s Australia, after the launch of its Cavill Avenue store on the Gold Coast and in the lead up to World Redhead Day on May 26, has launched Redhead Redemption via Today the Brave.
Wendy’s auburn mascot plans to change the stigmatisation of redheads and lead the charge in redeeming the status of redheads across Australia.
“This is the start of an exciting journey for an awesome brand, done with a group of awesome people, one where we bring a wonderfully underdog spirit and some much-needed female energy to the fast food scene in Australia,” said Today the Brave creative partner Jade Manning.
The event gave every readhead Australian VIP status at Wendy’s stores, allowing them to claim a free burger meal.
The activation, spanning influencer, out-of-home, social and earned activity, marks the beginning of several campaigns from Wendy's, Today the Brave and Burson.
Wendy’s head of marketing, Sarah Hatcher, said that Redhead Redemption was their way of showing up with personality and bringing their fans along for the ride.
“It’s bold, playful, and uniquely Wendy’s - rallying our growing Wendy’s tribe for a moment that feels made for them,” Hatcher said.
“We can’t wait to keep painting Cavill Ave red!”
Wendy’s also rewarded non-redheads if they transformed into redheads in solidarity with the redheaded community.
The aim is enhancing Wendy's standing within Australia's highly competitive fast-food market.
“We’re chuffed to lead the earned media charge on a campaign that celebrates the ginger legends among us — natural, dyed, or delightfully disguised,” said Burson Australia and New Zealand deputy market lead Jessie Gogan.
“It’s a fiery, feel-good moment that’s all about having fun, turning heads, and earning a tasty reward while we’re at it.”
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