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Wendy's
Redhead Roasters

It took a little while, but the large fast food chains started to realize they were losing ground to specialty coffee shops and losing out on a crucial day part of their business: breakfast. Conventional wisdom believed NO fast food chain could possibly have GOOD coffee... it was always passable at best. But  the big guys started to wise up -- and realized if they could lure customers back with a great tasting brew, they'd also begin to win back the morning. I helped Wendy's get into this coffee game with the introduction of Redhead Roasters. A shoutout the the redheaded Wendy in the logo, this coffee was positioned as "born to be bold".
Scroll down to watch the campaign.