The man in the pig-tailed wig is probably the best thing that’s happened to Wendy’s, having achieved improved recall in eight weeks versus 18 months with a previous campaign. But the muse of all the hubbub, Melinda Lou “Wendy” Thomas herself, isn’t enjoying the ride.
Advertising Age reports that Melinda, who studied marketing at the University of Florida, auditioned as herself for the new campaign, but spokesman Bob Bertini said resulting consumer response was “not positive.”
Unfortunately the Thomas family now owns only 15 out of a whopping 6,000 restaurants, so they’re more icons than mover/shakers.
In Wendy’s defense, though, it would definitely suck if the brand made famous by our childhood face were suddenly replaced by a wig-sporting man with a five o’clock shadow. Think about that for a second. Seriously: that would suck.
