Wendys lashes out at McDonalds in ads for new fries

The TV ads, in 15-second and 30-second versions, show gloomy drive-thru experiences, with dark backgrounds and canned voices over speaker boxes. Instead of “do you want fries with that?” Wendy’s ordering conversation starts with, “Welcome to Wendy’s. What would you like with your hot and crispy fries?”

VMLY&R worked on the commercials and the rest of the campaign.

While Wendy’s and its burger rivals are clearly known for their burgers and other sandwiches, french fries are big business. Nearly three-quarters of Wendy’s lunch and dinner orders include fries, Loredo said.

“In the end, it’s not about McDonald’s. It’s about creating a chip shop that is truly the best in the industry,” says Loredo.

And getting them right is critical as Wendy’s aims to keep its momentum going after becoming the No. 2 burger chain in 2020 and jumping over Burger King.

If customers don’t like the new fries, Wendy’s will replace them.