America’s Favorite Breakfast. They just didn’t know it.

Wendy’s decided to introduce breakfast nationally for the first time. It developed a menu of giant killers — each item was meant to be a better tasting, better quality version of another competitor’s favorite. It’s basically the ‘92 Dream Team of fast food breakfast. We just needed people to try it and find out for themselves. So that was the strategy: show America that Wendy’s breakfast is their new favorite breakfast. They just don’t know it yet.

That became our idea. And it worked; breakfast launched in March 2020 and grew to account for 7% of Wendy’s annual sales — 40% above forecast in year one — despite a little speed bump named Covid-19 that tanked fast food morning traffic. Here’s the TV spot.