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Little Debbie Gets Subtle Makeover to Keep Snack Brand Fresh

Posted by Dale Buss on May 14, 2013 04:47 PM

Joining a long roster of freshened iconic-female CPG logos that includes Betty Crocker, Aunt Jemima and Wendy of fast-food fame, Little Debbie is getting a modern makeover. The face of the snack-cake brand is being tweaked by owner McKee Foods for just the third time since the iconic logo was introduced in 1960.

The difference between Little Debbie and the other three females is that she's the only real person who is still working in a key role with the company whose eponymous logo she inspired. Debbie McKee-Fowler is still an executive vice president of McKee, a family-owned, Collegedale, Tenn.-based company that was founded by her grandfather, O.D. McKee. Grandpa was inspired by the angelic visage of his three-and-a-half-year-old granddaughter to make her the fresh and appealing face of his new food enterprise.Continue reading...

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Fast Food Chains Reboot Brands with New Images, Ads and Products

Posted by Dale Buss on February 21, 2013 02:02 PM

With American consumers still hesitant to spend on restaurant meals, the biggest QSR chains keep trying new tactics in what has become a bruising battle for shares of a stagnant U.S. market.

No. 3 Wendy's has just rolled out a new campaign that will spread its new logo and brand design to everything from product packaging to its stores to crew uniforms. No. 2 Burger King has switched ad agencies (after the plastic-faced King creeped everyone out) and is debuting a set of light-hearted new TV commercials that also emphasize new products. Last but not least, No. 1 McDonald's is attempting to reinvigorate a new-product pipeline that generated mostly disappointments last year.

Wendy's said its new logo will begin appearing on Monday in advertising, on product packaging and crew uniforms, in new restaurant signage and menu boards and in digital assets. "Wendy's brand transformation is re-energizing all of our touch points with consumers," said Emil Brolick, CEO, in a press release. "We're transforming our brand — from bold restaurant designs to innovative food that consumers want, to improved customer service."Continue reading...

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Wendy's New Logo Leads Transformation for Brand

Posted by Dale Buss on October 11, 2012 02:06 PM

Customers will notice something different about Wendy's starting in March: A new logo that updates the pig-tailed, red-haired "Wendy" in the brand's first revamp of its iconic brand face in 29 years.

Yes, in the tradition of Betty Crocker and Aunt Jemima, Wendy — the name comes from the daughter of late founder Dave Thomas — gets a smoother new 'do and more stylish freckles. It's the first logo change for Wendy's since 1983 for the Dubin, Ohio-based fast food brand, and just the tip of the iceberg for changes coming to the burger chain, which last year dethroned Burger King for #2 spot in America.Continue reading...

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Why Wendy's is on a Roll

Posted by Mark J. Miller on February 9, 2012 03:35 PM

Things haven’t been great at Wendy’s in recent years, but now it looks like the little pigtailed redhead has got plenty to smile about.

The chain hired a new CEO, Emil Brolick, last September. He called the chain’s recent financial troubles “self-inflicted wounds” at the company’s earnings call in late January, according to the Associated Press.

Wendy’s sold off Arby’s last summer, which was the start of its transition. Since Brolick’s arrival from Yum! Brands, Wendy’s has moved firmly into the growing fast-casual movement by “sprucing up the chain's locations and stressing the importance of good service,” MSN reports. "We've made great progress in getting rid of those F restaurants and getting more A's and B's, but we're still in that territory," Brolick stated in January.

Its improvement has also come from the introduction of new items on its menu, such as the W burger, which is “two patties of 100% pure beef, two slices of American cheese, thick-sliced tomato, and (the company’s) savory signature sauce — all on a buttered, toasted bun” for $2.99.

The restaurant also updated its trademark burger by introducing a revamped Dave's Hot 'N Juicy cheeseburger with a thicker patty and more cheese than its previous offering, and a back-to-its-roots marketing campaign that evoked the brand's legacy by featuring the original Wendy — Wendy Thomas, the daughter of founder Dave Thomas — in advertising and local appearances.Continue reading...

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Wendy's Returns to Roots with Tagline, Dave Burger and the Real Wendy

Posted by Abe Sauer on October 3, 2011 05:50 PM

In January it will have been ten years since the passing of Wendy's founder Dave Thomas. Without him, Wendy's has gone back and forth in its campaigns, looking for the grounding and homey heritage that Thomas brought the brand.

Now Wendy's is reaching into its history to push a burger named after its well-liked pitch man. This campaign is a meal deal, served with a side of even more of its past. But going on its 12th quarter of flat or lower revenue at its restaurants, will the new sell of an old brand be enough to make the burger a hit?Continue reading...

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