Wendy’s Puts Go Pro-Style Camera On Head of Lettuce
By Matthew Lyle • March 10, 2015
Wendy’s is launching a web video called “Wendy’s Romaine Lettuce Journey,” in which a point-of-view camera follows romaine lettuce from the farm to the restaurant. Many chains have been touting their “farm to fork” in recent years, but many of them don’t talk about the time in between, said Wendy’s Chief Marketing Officer Brandon Solano.
The move is part of a larger marketing campaign in which Wendy’s is heavily promoting the quality and freshness of its food, starting with its salads. Although Wendy’s has always had a quality positioning, the company last year focused more on limited-time products than brand messaging, said Mr. Solano. In seven of its nine marketing “pillars” (defined as four-to-six-week marketing windows) the focus was on products.