The quick-serve chain, Wendy’s is getting sassy yet again.
This time, though, it won’t be in the obscure threads of social media, (although if you check Wendy’s Twitter account right now, you can definitely see some instigation tweets already surfacing).
No, this time the company is going big or going home.
The “fresh burger” brand will be running a 30 second TV ad roasting its favorite ‘roastee’— McDonald’s.
But, it’s not just any TV ad running at a random time. Oh no, this one is going to be debuting during the Super Bowl— a.k.a. one of the biggest (and most expensive) stages for TV advertising agencies and brands to battle it out– all aiming to come out on top with the most memorable commercial to kick off the new fiscal year.
The fact that Wendy’s is taking its fearless social media voice to the TV airways for the first time is a pretty big deal.
The fast-food chain is ready to call out McD’s by using their own words against itself.
As reported by “Adweek,” it will feature copy grabbed from the website of the home of the Golden Arches, “that reads, ‘Or beef is flash frozen to seal in fresh flavor.’ Of course, Wendy’s turns that phrase into a burn that reads like its Twitter account with the line, “The iceberg that sank the Titanic was frozen, too.’”
The creators behind the “Iceberg” Ad, which will air in Q1 of the game, is VML.
Not all frozen is necessarily a bad thing though. For example, cryogenic or blast flash freezing is a technology Foodable has covered in the past. The process is briefly explained in one of our On Foodable Side Dish episodes, but talking specifically about Alaska sustainable seafood (since that is one of the methods used to prevent damage or breakdown of proteins and lipids to preserve food quality at the peak of freshness).
It would be interesting to see if McDonald’s will actually have a response to Wendy’s first attack on national TV. Will this ad mark the beginning of a new-age in advertising?
Time can only tell, but for now, let the roast session begin!
To learn more about the TV ad and see a preview, read more at “Adweek.”