AUCKLAND, Today: After opening its first Cavill Avenue store on the Gold Coast, Wendy’s Australia has kicked off Redhead Redemption — a world-first event launched just ahead of World Redhead Day.
Redheads have long copped unfair flak. But Wendy’s flame-haired icon is flipping the script and giving gingers the spotlight they deserve — with free burger meals and full VIP treatment.
From strawberry blondes to rusty reds, anyone with a hint of ginger — plus their mates — could roll into Wendy’s for a meal on the house. The cheeky campaign touched every channel: influencers, out-of-home, socials and a big PR push from Burson. And it’s only just begun.
“This is the start of an exciting journey for an awesome brand, done with a group of awesome people, one where we bring a wonderfully underdog spirit and some much-needed female energy to the fast food scene in Australia,” said Jade Manning, Creative Partner at Today the Brave.
“This is the start of an exciting journey for an awesome brand, done with a group of awesome people, one where we bring a wonderfully underdog spirit and some much-needed female energy to the fast food scene in Australia.” – Jade Manning
Even non-redheads wanted in (obviously). So Wendy’s made it fair game — anyone willing to go red for the day scored freebies too.
“Redhead Redemption was our way of showing up with personality and bringing our fans along for the ride. It’s bold, playful, and uniquely Wendy’s – rallying our growing Wendy’s tribe for a moment that feels made for them. We can’t wait to keep painting Cavill Ave red!” says Sarah Hatcher, Head of Brand at Wendy’s.
Speaking of the campaign, Jessie Gogan, Deputy Market Lead for Burson Australia and New Zealand said, “We’re chuffed to lead the earned media charge on a campaign that celebrates the ginger legends among us — natural, dyed, or delightfully disguised.
“It’s a fiery, feel-good moment that’s all about having fun, turning heads, and earning a tasty reward while we’re at it.”
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