Wendy's Goes Youthful with Spring Slate

Brandweek,  Feb 21, 2000  by Theresa Howard

Tags: SLATE, Wendy

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Continuing to muscle up its kids and teens marketing, Wendy's has built its spring promo calendar around a slate of national programs that includes tie-ins with Mini-Hasbro Classics, sponsorship of the Schwinn BMX Race Team and a giveaway of Looney Tunes character pens.

From March 20 to April 30, the Dublin, Ohio, restaurant chain will back a national tie with Mini-Hasbro Classics that will issue five game-inspired back-pack clips. The lineup, supported via TV ads on Saturday morning and after-school programming, will include a Tonka Freeroller, miniaturized Trivial Pursuit Jr. box complete with sample question cards, mini-Hungry Hippo toy a Cootie toy on a pull string and a faux can of Play-doh that includes stamps and cutters rather than the colorful clay

Next, Wendy's will continue the tween and teen push initiated last year by sponsoring the Schwinn race team, with racers and gear to sport the Wendy's logo while bikers make area appearances, said Wendy's youth marketing manager Fay Kamer. The promo, running from May 1 through June 11, dangles Schwinn bicycles for a family of four as grand prize. Winners can choose from Schwinn's Frontier Mountain Bikes or BMX Predator bikes, which will also serve as secondary prizes in the national sweeps. Bike-related gadgets such as sunglasses, Crazy 8 cards with biker trivia, and velcro ankle packs will serve as in-pack premiums for the kids meals.

And from June 12 to July 23, the lure will be a line of five Looney Tunes character pens, each with its own lighting or sound chip. The pens will also feature a base that can link together with the others to create a desk set.

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