Wendy's Camden Makeover

To gain brand love in this market we needed to harness the power of authenticity, getting under the skin of our audience and working with them help to create work people wanted to engage with and share organically. Positioning ourselves as an alternative who celebrates distinct regional identities and differences in a much more modern way by starting with our audience first, it was about time a girl showed the big boys how serving local communities is done right.

In true Wendy’s style, using our iconic character and sassy TOV, we paid homage to Camden culture with punk-style murals out on the street for everyone to see. We asked a local graffiti collective to give Wendy’s icon an array of new hair-dos that best represented the local community - an elaborative bouffant, a punk-inspired mohawk and an iconic ‘emo’ style. To drive further reach and audience participation, we encouraged locals to vote for their favourite style on social so they could have a say on the icon that would represent their community restaurant for years to come.