The "You Know When it's Real" campaign focused on Wendy's strengths: freshness, quality ingredients, and the care given them, harkening back to Dave Thomas' legacy.
Wendy's loved the TV and print launch of the campaign - and especially the radio, which they called their best ever. Within a year Wendy's had passed BK for #2 in sales.
The U.S. work led to Craveology relaunching Wendy's in the United Arab Emirates. As "Real" doesn't resonate for food in the Arab world, we created "It all adds up to Amazing", which focused on Wendy's ingredients all coming together to build a quality, cravable product, and capitalized on Arab culture's tendency to respond to superlatives.