Wendy’s Opens in the UK with 'All Beef. No Bull.'

Wendy’s, the number two burger chain in the US, today celebrates its launch in the UK with its new brand platform specifically designed for the UK market. The announcement coincides with its new restaurant opening today in Reading.

ALL BEEF. NO BULL. – created by brand and customer experience agency, VMLY&R London – challenges the status quo by calling out the failings of others in the category (Bull) and presenting Wendy’s quality as the solution (Beef). 

Reinforcing Wendy’s famous message of fresh 100 per cent British beef, the bold and punchy strategy shows the brand’s commitment to all menu items being made fresh to order and customisable. No reheating, warming drawers, or preassembly, Wendy’s are providing fresh high-quality food at affordable prices, with a commitment to providing Brits an experience they deserve. This promise of quality in the restaurant experience means customers can expect a warm welcome and excellent service when they visit a Wendy’s.

The Wendy’s UK Twitter channel went live last week, building excitement ahead of opening day. As in the US, social channels will spearhead its customer engagement using an iconic tone of voice. 

“We are incredibly excited to be bringing Wendy’s to the UK and have built a specific local platform to speak with our new customers in a refreshingly honest, challenging and cheeky way. The partnership between Wendy’s and VMLY&R, which began in the United States, has produced multiple Cannes Lions and creative awards, as well as having been pivotal to business growth. We are so excited to now work with the VMLY&R London team to bring the brand to life on this side of the Atlantic," said Tony Barr, senior international marketing director APMEA & UK at Wendy’s.

Laurent Simon, chief creative officer at VMLY&R added: “Working on a dream brand with dream clients has been our reality for a few months now and we’re pumped to see 'All Beef. No Bull' finally out there. We can’t wait to continue challenging the UK category norms and keep bringing more sass to the streets.”

At launch the platform will be supported by OOH and digital executions, social channels, an app and website, with more activity anticipated as the restaurant roll out expands. Media planning and buying is handled by Spark Foundry, with PR support from BCW.