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SBD/December 20, 2012/Marketing and Sponsorship
It's Awesome, Baby! Wendy's Signs ESPN's Dick Vitale For Upcoming Ad Campaign
Published December 20, 2012
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ATTRACTING THE DIAPER DANDIES: Arruda said that the company is seeking to appeal to all ages within the 18-49 age bracket with the campaign. However, if there is a specific target, it is to raise its resonance with younger males. Arruda said, “Those younger consumers who most likely are male are probably most inclined to respond to the advertising, but certainly we target all of our general market consumers.” He added, “We do believe that the market will have a little bit of a male skew to it just given Dick Vitale’s personality and what he’s doing in the college basketball community.” Vitale for his part noted that he was excited to be publicly backing the company, saying, “Wendy’s just is a great product that I have no problem being involved with." The deal currently is planned to run through March 31st, and Arruda said the determinant in whether the company extends its relationship with Vitale will be dependent on results from the campaign and how much buzz it generates. Vitale said that thus far he was pleased with the way things were going with Wendy’s, and if the QSR wants to lengthen the deal, it is certainly something he would consider. Vitale said, “Whatever they want me to do, man, I’m there. I’m a trooper.” Vitale is repped by IMG for commercial work.