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温蒂汉堡曾是汉堡行业的“红发继子”(不受重视的人)。它常年排在麦当劳和汉堡王之后,位列行业第三。创始人戴夫·托马斯2002年逝世后,该品牌进行了一系列创新,最终占据了行业优势。了解自己的核心品牌与目标客户托马斯离世后,温蒂汉堡曾一度找不准自己的市场焦点。饱尝与信息脱节之苦的温蒂汉堡,在多个代理公司之间徘徊,其中,隶属阳狮集团的上奇广告公司曾为其策划了一个偏向于年轻用户的“红假发男孩”广告,可惜的是,年轻人并不是该连锁店的核心消费对象。
Wendy Hamburg used to be the “red-haired stepchild” in the hamburg industry. It ranks third in the industry after McDonald’s and Burger King all year round. After the founder, Dave Thomas, passed away in 2002, the brand underwent a series of innovations that ultimately dominated the industry. After understanding his core brand and target customer Thomas died, once Wendy Hamburg never find their market focus. Wendy Burger, who had a taste of being out of touch with the information, was hovering among several agencies, including the “Red Wig Boy” ad that had been targeted by a young user. Unfortunately, young people are not the core consumer of the chain.