Rather than finding a way to say it, we made a way to experience it by creating a tabletop role-playing  game, Feast of Legends. In the game, players create and play as characters inspired by Wendy's menu items as they adventure through a fast food-centric world,  battling against the evils of frozen beef. During gameplay, players receive in-game bonuses for eating Wendy's food and penalties for eating anything else.

Feast of Legends is contained in a 100-page book with fully illustrated Wendy's characters, more than 50,000 words, and an in-depth adventure spanning more than 15 hours of gameplay. Gamers weren't just hearing Wendy's brand messages. They were acting them out.

With more than a quarter of a million downloads and coverage from gaming and non-gaming publications, Wendy's successfully enlisted consumers in the fight for fresh, never frozen beef.