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Wendy's to boost ads aimed at kids

Published on .

Wendy's International will increase advertising to children next year as part of its estimated $250 million spending plan. Children's meals account for a mere 3.9% of sales at the chain, which traditionally has targeted an older crowd than rivals McDonald's Corp. and Burger King Corp., said an attendee at a Wendy's meeting for stock analysts last week. The chain also plans to add two new promotional items, a cheddar bacon burger and a French onion grilled chicken sandwich, to be touted with new TV commercials from Bates USA, New York, featuring spokesman Dave Thomas. Wendy's officials could not be reach for comment at deadline.

Copyright November 1998, Crain Communications Inc.

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