In Saudi Arabia’s crowded quick-service restaurant (QSR) scene, price-driven advertising dominates the airwaves. With every brand competing through discount cycles, standing out has become a creative challenge. What makes it even harder to crack is when the customer is Gen Z craving authenticity and humor. So, when Wendy’s set its sights on relaunching in the Kingdom, it didn’t follow the pack. It redefined the creative landscape.
In order to beat the competition, Wendy’s and Das Kapital went for an idea-first brand campaign to build equity and get out of the pricing spiral.
The new campaign is a 360 concept behind one strong, unified campaign idea: WHOOOOOO? To which the only possible answer is: “Gotta Be Wendy’s.” The bold new campaign from Das Kapital for Wendy’s International is produced by EM Production and directed by Pedros Temizian.
The campaign aims to build awareness for the Wendy’s brand through its core products—
Biggie Box, Beefenator, Spicy Chicken, and The Dave’s Single Burger.
Wendy is globally known for its sass and humor. Das Kapital took that DNA and localized it for the Saudi market with strong resonance. “Using humor and a sassy tone of voice straight out of Wendy’s global brand personality playbook, we made a purely Saudi cast go wild about Wendy’s products and their irresistibility,” Das Kapital said in a statement.
The campaign isn’t confined to screens. It’s a 360-degree rollout in the coming weeks that extends across digital, delivery aggregators, and in-store experiences, maximizing the effectiveness of the message at every customer touchpoint.
