Wendy’s entices rewards seekers with free food

A campaign promoting the QSR's new loyalty program is leaning heavily into value and earning opportunities.


Wendy’s is rolling out creative to promote its new loyalty program as it looks to continue its growth in Canada.

With the Rewards program, Wendy’s customers can earn 10 points for every $1 spent on food and drinks. Redemption levels range from 250 points for a Junior Cheeseburger or small Frosty, to 650 points for a Dave’s Single with Cheese, to 1300 for a Baconator or salad.

Users have to make a purchase at Wendy’s to earn, and keep track of them in the Wendy’s mobile app. For orders placed at the counter or in the drive-thru, customers will scan their in-app QR code to secure their Rewards points. Points can be redeemed on mobile and in-restaurant orders via the Rewards Store in the Wendy’s app.

The ads promoting Rewards launched Monday, with messaging heavily focused on value and the opportunities users have to redeem points they earn for free food.

McCann developed the creative campaign for the Wendy’s Rewards launch in Canada. All media strategy, planning and buying was handled by Initiative and all PR and influencer elements were handled by Ketchum.

Wendy’s recently reported a Q3 earnings beat, citing strength in Canada, where it is “growing dollar and traffic share faster than any of our QSR burger competitors due in part to our breakfast launch,” according to Wendy’s CEO Todd Penegor in an investor call last Wednesday. Penegor added that the QSR expects its loyalty program to drive even more growth in Canada.

The QSR has had a busy year. This May it reimagined a tagline to introduce its new breakfast menu, which it claims is “gaining market share and hitting record sales” with menu items like the Breakfast Baconator.

The company said it is continuing to build awareness and drive trial in Canada for its breakfast menu innovations, which also include seasoned potatoes and “Frosty-ccino” coffees. 

“We continue to be pleased with our breakfast performance in Canada and are working hard to ingrain the breakfast habit,” Penegor noted. 

The brand reaffirmed that it is committed to its $16 million global investment in breakfast advertising this year, as it fights for its share of the QSR breakfast business. 

Wendy’s is also continuing to invest in its digital business to provide even more ways to access Wendy’s – including through loyalty apps – reporting that digital sales reached 15% of the total mix in its markets outside the U.S.