VML wins Wendy's digital AoR

Wendy's, an iconic American brand of burger restaurants, made its debut in India on May 6, 2015, with its first restaurant in Gurgaon

BestMediaInfo Bureau | Delhi | May 14, 2015

VML India has won the Digital AoR responsibilities of Wendy's India after a multi-agency pitch. Wendy's, an iconic American brand of burger restaurants, made its debut in India on May 6, 2015, with its first restaurant in Gurgaon.

Wendy's has chosen to launch in India, with a restaurant experience and India customized menu, in keeping with its brand philosophy of always being 'A Cut Above'. Digital is a key component of Wendy's marketing leading up to launch and as it grows its business across India.

Jasper Reid, Director, Sierra Nevada Restaurants, the holding company for Wendy's in India, said, “We chose to work with VML because we liked their fresh thinking and their sole focus on digital. And we liked their team – young, smart, willing to think differently and with an innate understanding of the online community – true digital natives. Wendy's and VML have formed a productive partnership and one where everyone is able to challenge, debate and interact...which is precisely what our customers do online.”

Tripti Lochan

Tripti Lochan, CEO of VML, said, “VML's ultimate goal for Wendy's is to serve its digital experiences that generate the most meaningful and memorable engagement with the consumer. We are very excited to partner with Wendy's in their journey in India.”

Wendy's tasked VML with bringing alive the brand on digital and create anticipation for the launch, through social channels. Facebook is a lead channel, as a large part of the Wendy's core target audience is actively engaging with content and already discussing food related topics on this platform.

As a lead up to the May 6 launch, VML and Wendy's decided to go out on the streets of Delhi and Gurgaon and make new friends. In a series of teaser videos, people were asked if they knew Wendy's. The answers ranged from funny to clueless. This campaign created curiosity about Wendy's which opened to enthusiastic crowds earlier this month.

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