Wendy's Unveils New Ad Tagline

No. 2 Burger Chain Adopts 'Now That's Better'

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A week after Wendy's announced Craig Bahner would be the chain's new CMO, the No. 2 burger chain has unveiled its new tagline: "Now that 's better."

The tagline, which appears in an ad launched this week for its spicy chicken guacamole sandwich, replaces "You know when it's real," the slogan the chain has used since 2009. A spokesman confirmed the new tagline is "Now that 's better," but did not provide further details. Both taglines were created by Wendy's agency, Kaplan Thaler Group.

The tagline appears to be the first sign of what will be the chain's new marketing campaign, which will likely position Wendy's as a premium fast-food brand -- essentially a chain capable of competing with both fast-casual and fast-food chains. CEO Emil Brolick has talked publicly many times in recent months about an impending brand campaign, slated to launch during the second quarter, as part of an overall effort to focus and grow the company's business after what he called "a difficult period," after founder Dave Thomas' death, in which Wendy's "lost clarity of vision." The effort will also include menu innovations and store remodels.

"You know when it's real" was "our best campaign effort since the Dave Thomas campaign ended in 2002," Mr. Brolick said during an earnings call last month. "But we know we can take our brand communication to another level. The fact is that too many consumers don't have top-of -mind awareness of what makes Wendy's better and what makes Wendy's different," he added. "We also see a distinct opportunity to create a consistent look, tone and feel for our advertising that will become synonymous with the Wendy's brand."

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