DAVE LIVES ON AT WENDY'S

New Campaign Celebrates Founder's Essence

By Published on .

CHICAGO (AdAge.com) -- As a tribute to its late founder and pitchman, Dave Thomas, Wendy's International in mid-June will start using his name and likeness in new campaign a month after after having debuted a series of spots built around the chain's hometown.

The spots state

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Wendy's hamburgers and salads are "prepared Dave's way," the company said.

"We're trying to recognize Dave's memory as a way to honor him in a way we could be proud of," a spokesman said.

The line will be incorporated into new TV ads for its SuperValue Menu that break in mid-June and that continue the "It's better here" campaign that broke in April. The TV ads will not include video footage or photos of the founder, a company spokesman emphasized.

However, commemorative images and statements will be added to in-store displays and posters.

Mr. Thomas' image and likeness will only be used on in-store posters that say "thanks for stopping by," rather than for "commercial" purposes, the spokesman added.

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