Wendys Changing the Game with New Mixtape (LISTEN)

WENDY'S? The burgers? YES.
We Beefin'? Mixtape Cover

Todd Penegor, who started as CEO of the fast-food chain in 2016, says the company is leveraging technology to connect with a new generation of consumers.

The mixtape, which was called "We Beefin'?" and targeted Wendy's rivals like McDonald's, focused on the chain's core message of serving fresh food, Penegor told CNBC on Monday.

"It's really about telling our food story, that we're fresh, never frozen, and we called out a few of the competitors along the way, but we want to really make sure that people understand that we are fresh and we're a little bit different," Penegor told "Mad Money" host Jim Cramer.

With a powerful presence on social media and 2.46 million Twitter followers, Wendy's is no stranger to the pop-culture scene.
The company is very active on social media, frequently targeting competitors and engaging with consumers on a hyper-personal level.

"Fresh is still so on trend," the CEO noted. "How do we make sure we get food-forward, to showcase all of that? And then how do we connect to that next generation of consumer? You heard a little bit of it with that mixtape, but we've got 2.5 million Twitter followers where we really get to talk about our differences and how we stand apart from the competition."

We Beefin? is a mixtape/EP released by VML, the creative marketing agency (aka A.O.R., Agent of Record) for the Wendy’s Company, under the creative direction of Six Course Inc. The mixtape, whose individual creators remain unnamed, is Wendy’s enthronement of itself at the top of the fast food industry in the face of competitors.

The mixtape is lyrically aggressive, directed at or alluding to competitors such as McDonald’s, Burger King, Hardee’s/Carl’s Jr.’s and Wingstop, all brands which have been attacked on Wendy’s Twitter Feed since VML took over their digital footprint in 2014.

The cover art is a direct remake of The Notorious B.I.G.’s Ready to Die cover. This 1994 album and its cover has had an influential impact on hip-hop since its release.

The burger place had an advertising campaign in the 1980s entitled “Where’s The Beef?” The name of Wendy’s mixtape and some of its lyrics also allude to Biggie’s song “What’s Beef?”.

Wendy’s isn’t the first brand to make the crossover from food to music – Hamburger Helper released its own 5-track effort WATCH THE STOVE in 2016.





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