As an adopted child himself, Dave Thomas, founder of Wendy’s, has always put foster care adoption as a focus in the company. This topic hits close to home for Thomas, as he wished every child could grow up with a loving family just as he did. Currently there are over 134,000 kids in foster care. From the press release:
Wendy’s is launching its first-ever national fully integrated cause marketing campaign to raise awareness for foster care adoption to help children find families. “Adoption is in our company’s DNA. Our founder, Dave Thomas, who was adopted, instilled in Wendy’s from the start the belief that ‘these children are not someone else’s responsibility, they are our responsibility,” said Craig Bahner, Wendy’s Chief Marketing Officer.
The integrated campaign includes:
National television and radio advertising featuring Wendy Thomas, the daughter of founder Dave Thomas, talking about her Dad’s legacy and personal connection to the cause of adoption, and real-life adopted families in the commercial spots.
A new adoption hub on Wendy’s website (www.wendys.com/adoption) that provides multi-media content on the issue of foster care adoption, Wendy’s programming and links to learn more and take action.
“In Their Own Words” video series that tells real stories of adoption from the voices of adopted children and their families. To meet the first family, visit: http://bit.ly/1hDV1vQ.
In-restaurant national promotions: Wendy’s is taking its most popular regional programs—Frosty™ Key Tags and Halloween Coupon Books—nationwide for the first time, and continuing its fan-favorite Father’s Day Frosty Weekend.
A blue ribbon graphic that is an extension of the original ribbon that adorned Wendy’s pigtails when Dave chose the image of his daughter for the logo, providing a distinct visual element to represent cause for Wendy’s.