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According to Mulvihill (2006) "Half their ads will focus on foods that qualify as healthy or on nutrition and exercise issues."
Wendy's OTOH, is trying to rebuild their marketing strategy after the death of ?Dave' and the failed "burger guy" campaign. According to Kerrii Anderson, Wendy's interim Chief Executive Officer and President, "Our marketing strategy is revitalizing the Wendy's brand as we clarify our positioning with customers, improve our advertising messages and introduce new products." (Wendy's Intl., 2006) To this end they have been introducing new and more specialized items, such as:
-- Frescata(TM) deli sandwiches, which feature high-quality deli meats, fresh toppings and par-baked artisan bread
-- A 99-cent crispy chicken sandwich, which is the Company's latest addition to its Super Value Menu(R)
-- Three-tier combos, which adds a third combo option to the menu and replaces the Biggie(R) and Great Biggie(R) with small, medium and large sizes
-- Wendy's Kids' Meal(R) Choices, featuring two nutritious Turkey and Cheese and Ham and Cheese sandwiches
-- A new Frescata Italiana, which is the fifth Frescata sandwich, containing sun-dried tomato, vinaigrette dressing, roasted red peppers, natural Swiss cheese, lean black forest ham, real Genoa salami and Romaine lettuce on freshly baked artisan bread
-- A vanilla Frosty(TM)
The Company is also offering several hamburgers exclusively in certain regions, such as the Carolina Classic (North and South Carolina) and the Brutus Buckeye Burger (central Ohio)...
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