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    In the depth of the recession, Wendy's wanted to promote their 99 cent value menu. These everyman economists hit a chord with consumers.
When people think Wendy’s they think value, but when they think value, they don’t think Wendy’s. By 2008, consumer confidence had reached a new low and competition onvalue was heating up. Wendy’s needed to reclaim the lead.
The answer was this integrated multi-channel effort featuring everyman ‘economists’, Mike and Paul and their sidekick Tony.

The result: an idea that increased same store sales by 5%, raised awareness and persuasion indexes way above QSR normsIn the midst of the recession. Plus a little entertainment.