Wendy's (in a peculiar partnership with Arby's) was launching in the UAE, a place where every other popular fast food burger chain had been for years serving frozen 90-ish% beef patties. People simply didn't know what a good burger was, and decided they loved what was given to them.

But we knew those other burgers didn't deserve their love. Wendy's burgers did. And we showed them why. Read Less