Wendy’s will never be more convenient than McDonald’s. So we’ll make you like Wendy’s more.

The average person needs to drive past three McDonald’s restaurants to get to a Wendy’s. In fast food, where convenience is king, this should be a killer. Since Wendy’s can’t beat McDonald’s on convenience, our next best avenue is to create lasting consumer preferences, and to come to mind when people get hungry. So, we set out to make people love Wendy’s the brand, and to do it famously. We’ve acted more human than corporation in our communications, creating a content flywheel that’s pushed the brand into pop culture prominence. This is a bit of what the team has done recently.