Wendy’s Burns McDonald’s Frozen Beef in Super Bowl Spot.

Wendy’s has a, um, beef to pick with McDonald’s, so it’s calling out its biggest competitor on the ad world’s biggest stage.

The chain said it will return to the Super Bowl on Sunday with a shade-filled message squarely pitting its square burgers against McDonald’s.

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McDonald’s is set to nationally introduce fresh beef patties for some of its burgers this year, but Wendy’s says it always has used fresh beef for all of its burgers. Wendy’s, already well known for bringing the heat on social media, is bringing the message to TV.

Wendy’s 30-second spot from VML starts by highlighting wording on McDonald’s website on how its burgers are “flash frozen.” Then, Wendy’s turns up the snark its fans know all too well.

Wording shown on the screen includes “That iceberg that sank the Titanic was frozen, too” and “Skip the hamburgers at the Frozen Arches.” No words are spoken during the spot.

The ad is set to run during the first quarter. Wendy’s ran its first Super Bowl spot last year, with another message against freezing burgers (“Cold Storage”).

from Ad Age: http://adage.com/article/special-report-super-bowl/wendy-s-bashes-mcdonald-s-super-bowl-spot/312170/

It’s Jack vs. Martha in This Celebrity Feud of a Super Bowl Campaign

Jack in the Box has a new line of premium specialty sandwiches called the “Food Truck Series,” and it’s as good as anything Martha Stewart could cook up.

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That’s the premise of the fast-food chain’s 2018 regional Super Bowl campaign, in which its eponymous mascot battles the culinary queen in a rivalry that extends from a Super Bowl spot into all manner of hijinks on social media.

After the spot airs on the Super Bowl, Jack and Martha will begin a Twitter feud with the hashtag #JackVsMartha. It will include the two “shooting barbs back and forth in the form of posts, videos, gifs and even giving out each other’s personal phone numbers,” according to the brand.

There will also be partnerships with BuzzFeed and Funny or Die.

“For this campaign, we wanted to highlight the premium quality of the Food Truck Series and emphasize just how unconventional these sandwiches are for a fast food restaurant,” says Bobby Pearce, chief creative officer at David&Goliath. “The Food Truck Series is a huge leap forward in the QSR category, both in innovation and quality. So we wanted to create a campaign that’s just as innovative and culturally relevant as the sandwiches themselves. And since it’s Jack, it needed to be entertaining.”

Pearce adds: “Everyone loves a good celebrity Twitter feud, so pitting Jack against a culinary icon like Martha Stewart was a great way to get our message across in a fun way that will keep the conversation going across social long after the spot airs.”

With media partner Carat, Jack in the Box will also be testing 6-seconds regionally for the Food Truck Series, which is comprised of the Asian Fried Chicken Sandwich, the Pork Belly BLT and the Prime Rib Cheesesteak. The chain calls the sandwiches “delicious, elevated and totally unprecedented … not something you’d expect to find at a typical fast-food restaurant.”

Check out the spot & read more at AdWeek: http://www.adweek.com/creativity/its-jack-vs-martha-in-this-celebrity-feud-of-a-super-bowl-campaign/

BurgerFi Bets on Better Beef in First Big Creative Push

An illusionist, a daredevil and a metalhead mom walk into a burger joint. What might sound like the start of a joke is actually the start of a campaign from BurgerFi, which wants a bigger bite of the “better-burger” business.

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BurgerFi, a name that plays off what the company calls the “burgerfication” of America, launched in 2011. Now, with 98 U.S. locations and 104 overall, plus plans for about 25 more this year, the Florida-based chain is eager to start a bigger marketing push with some big burger talk.

“Fast food means lesser quality, ingredients that contain chemicals and additives and other things that are not the best for us,” says CEO Corey Winograd. “With BurgerFi the idea is that you could have burgers that are clean, with transparent ingredients.”

BurgerFi recently hired Partners & Napier as its first creative agency, and its work on the brand, “Burgers for Every 1,” riffs on the message that BurgerFi uses what it says is the top 1 percent of U.S. beef: Angus beef patties with no additives, antibiotics, chemicals, growth hormones or steroids.

The illusionist, daredevil and mom are meant to humorously depict the top 1 percent of their pretty specific groups. In all, there will be eight characters in the campaign.

As for any possible confusion with the bandied-about term “top one percent of country”—the top percentage of Americans who own almost half the country’s wealth—Winograd isn’t concerned.

“We’re focusing on the opposite aspect of that. It’s not about money, it’s not about economics,” he says of the quirky campaign. “Everyone excels at something. We want to celebrate that.”

Beef burgers, including one where the bun is replaced by lettuce for the mom, are the focus of the first three ads.

Read more at Ad Age: http://adage.com/article/cmo-strategy/burgerfi/312116/

White Castle Consolidates Creative with Merkley+Partners

The country’s oldest burger chain has consolidated its creative account with Merkley+Partners.

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White Castle selected Merkley+Partners as its new creative agency of record without a review after assigning the retail portion of its creative account to the agency last July. Resource/Ammirati formerly handled the fast food portion of the account, after being selected as agency of record following the brand’s last review in 2014, replacing Zimmerman Advertising. Crossmedia New York continues to handle media buying and planning for White Castle.

White Castle spent around $7.8 million on measured media in 2016 and $7.6 million in the first six months of 2016, according to Kantar Media.

“Certainly, there are efficiencies by consolidating our business with one agency. However, having worked with Merkley for some time now, what really excites us are the ideas and energy we know they will bring to our communications with our consumers, also known as ‘Craver Nation’,” White Castle CMO Kim Bartley said in a statement.

“Expanding our relationship with White Castle satisfies a craving we’ve had for some time now,” added White Castle CEO Alex Gellert. “It makes us very proud to be awarded additional assignments from clients that you already know, respect and really enjoy working with.”

from AgencySpy: http://www.adweek.com/agencyspy/white-castle-consolidates-creative-with-merkleypartners/142412

White Castle opens Valentine’s Day dinner reservations via OpenTable

White Castle partnered with OpenTable for its 27th annual Valentine’s Day dinner event, allowing diners to make reservations via the company’s website or app, a news released announced.

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Customers who attend the dinner, held on Feb. 14 from 4-9 p.m. at most White Castle locations, are encouraged to take photos and post them on social media using the hashtag #whitecastle. The brand is also creating a holiday-themed Snapchat geofilter.

White Castle’s Valentine’s Day dinners feature hostess seating, tableside service, decorations and a special menu. Customers are encouraged to book their tables early because tables tend to sell out, the company said.

Dive Insight:

Though the White Castle Valentine’s Day promotion has been going on for years, the brand is taking concrete steps to bring it into the digital age in 2018. By partnering with OpenTable, the burger chain could tap into a larger, more digitally-savvy audience since the booking service, which is part of The Priceline Group, seats more than 24 million diners each month at more than 43,000 restaurants, per the release.

Other fast-food brands have partnered with the company to promote special events and engage with mobile-minded customers. Taco Bell offered OpenTable reservations for its Test Kitchen and other promotions last year, including one around National Taco Day and the release of is Naked Egg Taco.

The Valentine’s Day dinner is a good fit for the social media-minded, with special themed decorations and a potential kitschy charm. Marketers are more often attempting to design out-of-home and event marketing in this way, where the experience itself encourages customers to create content that is shareable and will help spread reach and brand messaging even to those who can’t make it into store locations.

Other social elements of the White Castle campaign, including the location-based Snapchat filter, could help the brand connect with younger consumers. A recent StubHub survey found that 63% of Gen Zers send Snapchat messages during live events, compared to 40% of millennials.

from Marketing Dive: https://www.marketingdive.com/news/white-castle-opens-valentines-day-dinner-reservations-via-opentable/514879/