Wendy’s has launched its first major campaign in the Australian market with ‘Redhead Redemption’, an activation that offered free burger meals to redheaded customers on 26 May, World Redhead Day.
The initiative, created by Today the Brave and supported by strategic PR agency Burson, follows the brand’s recent store opening on Cavill Avenue, Gold Coast.
Promoted as a global first, the campaign aimed to challenge the social stigma often associated with red hair. Redheads (and those willing to become one for a day) were invited to enjoy free meals and VIP treatment in-store, including a red (!) carpet entrance.
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Wendy’s cheekily acknowledged rival McDonald’s in a viral Instagram post, inviting famous fast food redhead Ronald McDonald to join the Redhead Redemption.
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The campaign spanned influencer activity, social media, out-of-home, and earned media. It marks the beginning of a broader effort by Wendy’s to establish a foothold in Australia’s competitive fast-food market.
“This is the start of an exciting journey for an awesome brand,” said Jade Manning, Creative Partner at Today the Brave. “We bring a wonderfully underdog spirit and some much-needed female energy to the fast food scene in Australia.”
Sarah Hatcher, Head of Brand at Wendy’s, described the campaign as “bold, playful, and uniquely Wendy’s,” adding that it was designed to rally the brand’s growing local following.
Jessie Gogan, Deputy Market Lead for Burson Australia and New Zealand, said the campaign aimed to celebrate redheads of all kinds, “natural, dyed, or delightfully disguised”, in a lighthearted and inclusive way.