Wendy's fights back against Jollibee ad

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MANILA - Wendy's Hamburger Philippines is seeking a "cease and desist" order against a TV commercial from Jollibee Foods, the Philippines leading fast food chain with a 56% market share, which allegedly insinuates foreign hamburgers are not made of 100% beef. It has complained to the Philippine Board of Advertisers.

Wendy's Hamburger's complaint refers to Jollibee's ad campaign called "Home team tinambakan ang kalaban sa Langhap-Sarap Cup (Home team routs opponent in Taste Test Cup)," currently being aired on Philippine TV. The ad depicts the "foreign team" offering hamburgers not made of 100% beef.

Luisa Garcia, legal officer of Wenphil Corporation, franchise holder of Wendy's of the U.S., says Wendy's felt alluded to since it is a foreign chain. She emphasizes that Wendy's hamburger products are made of 100% fresh beef (U.S. grade). "We have never used meat extenders or additives," she says.

In addition, Ms. Garcia stresses that "Wendy's has been consistently adjudged as America's Best Tasting Hamburger."

According to an independent study done by the Philippine Center for Research and Communications, Wendy's is the third leading fast food chain in the country after Jollibee and McDonald's.

Copyright March 1998, Crain Communications Inc.

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