Wendy's mascot gets a punk makeover in campaign for newest U.K. outlet

Campaign from VMLY&R London brings daring new cuts to the iconic character's pigtailes

Published On
Jun 18, 2022

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Wendy's recently reopened in the UK after a two decade hiatus, and a new campaign to promote its most recent restaurant launch in Camden, North London, gives the brand a distinctly local flavor.

Camden is well-known for its outdoor clothes market and has been home to musicians and artists for decades, including the likes of Amy Winehouse in the early 2000s. So, the brand today revealed a new mural featuring their red-haired brand icon, given a makeover by the Camden community. Developed by agency VMLY&R London and in collaboration with the Camden Open Air Gallery (COAG), the mural gives the famous Wendy’s logo a "Camden twist" by wapping Wendy’s famous pigtails with three distinctive hairstyles.

The three new looks include punk-inspired hair spikes, a flowing emo fringe and a bouffant quiff, which according to the brand represent "the enduring independent spirit and eclectic fashions throughout the years of Camden and the community that makes it the melting pot of people, cultures, styles, and personalities it is today."

The mural will remain part of the Camden Street art scene until early July and Wendy’s social followers can vote for their favorite style on the brand’s U.K. Instagram channel, @wendysuk, to decide Wendy’s permanent Camden look for the new restaurant.

"As a new brand entering such a culturally rich neighborhood, it was important for us to show respect for the community and showcase the genuine excitement we have to become a part of it," said Tony Barr, Senior International Marketing Director APMEA & Europe, Wendy’s, in a statement. We hope visitors will enjoy interacting with our mural - we can’t wait to see which the community will pick to be featured in our eighth U.K. restaurant."