Wendy's begins Grown With Love campaign
Fast food chain Wendy’s Canada has begun a new campaign called “Grown With Love.” Developed by McCann Worldgroup Canada, the campaign promotes the exclusive use of greenhouse-grown Canadian lettuce in its salads. The online campaign invites consumers to send messages of encouragement to the lettuce via Twitter. The messages will be read aloud to the plants in a test greenhouse for two hours per day as part of an experiment to determine whether this improves the quality of the produce. The effort will also make use of a control group of lettuce plants that will not receive encouragement.
The national national campaign will also include television, online video, digital and social media advertising. Media work is being handled by Initiative, with public relations support from Ketchum.
“When the team at McCann presented the idea to us, it was an immediate ‘yes’ from everyone on our team,” said Lisa Deletroz, director of marketing at Wendy’s Canada. “It’s clever, lighthearted and filled with love, and we can all use a bit of that right now. For the past month, we’ve been working with the greenhouse team to get the right technology in place at the greenhouse so that the lettuce can, in fact, feel the love from Canadians coast to coast. We’re very excited about introducing greenhouse grown Canadian lettuce in all of Wendy’s salads. Now more than ever, we’re seeing people engage with local food. Canadians are especially hungry for local and sustainable produce and we are thrilled to introduce our new lettuce to feed that desire.”