Wendy’s returns to UK with All Beef. No Bull. brand promise

Wendy's returns to the UK

US burger chain Wendy’s has celebrated its relaunch in the UK after a two decade absence with a new brand platform titled All Beef. No Bull. specifically designed for the UK market. 

The announcement coincides with its new restaurant opening today in Reading. Two more outlets in Oxford and Stratford East London will follow later in the year.

All Beef. No Bull.

All Beef. No Bull. was created by brand and customer experience agency, VMLY&R London and challenges the status quo by calling out the failings of others in the category (Bull) and presenting Wendy’s quality as the solution (Beef).

Reinforcing Wendy’s famous message of fresh 100% British beef, the bold and punchy strategy shows the brand’s commitment to all menu items being made fresh to order and customisable. 

No reheating, warming drawers, or pre-assembly, Wendy’s are providing fresh high-quality food at affordable prices, with a commitment to providing Brits an experience they deserve, the firm said.

The Wendy’s UK Twitter channel went live last week, building excitement ahead of opening day. As in the US, social channels will spearhead its customer engagement using an iconic tone of voice. 

“We are incredibly excited to be bringing Wendy’s to the UK and have built a specific local platform to speak with our new customers in a refreshingly honest, challenging and cheeky way”, said Tony Barr, Senior International Marketing Director APMEA & UK at Wendy’s.

“The partnership between Wendy’s and VMLY&R, which began in the United States, has produced multiple Cannes Lions and creative awards, as well as having been pivotal to business growth. 

“We are so excited to now work with the VMLY&R London team to bring the brand to life on this side of the Atlantic.”

Laurent Simon, Chief Creative Officer at VMLY&R added: “Working on a dream brand with dream clients has been our reality for a few months now and we’re pumped to see “All Beef. No Bull” finally out there. 

“We can’t wait to continue challenging the UK category norms and keep bringing more sass to the streets.”

At launch the platform will be supported by OOH and digital executions, social channels, an app and website, with more activity anticipated as the restaurant roll out expands.

Media planning and buying is handled by Spark Foundry, with PR support from BCW.