NEW YORK Wendy's is putting its red wig back in the box.The No. 3 burger chain said today that it would end its controversial "That's right" campaign. The spots, airing since May, showed red wig-wearing protagonists giving impassioned speeches about how they "deserve a hot juicy burger."
Next week the ads will be canned in favor of the new "Waaaay better than fast food. It's Wendy's" TV spots that focus primarily on the chain's quality food.
Now almost six years after founder Dave Thomas' death, the chain is still struggling to find an identity. While "Mr. Wendy" and other offerings failed to resonate with consumers, the red wig campaign was especially polarizing among critics and franchisees.
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