According to AdAge, Wendy’s “Crazy Lettuce” viral was spun out of TV spots created by Kirshenbaum Bond & Partners, New York. In one, a man shuns a bite of salad offered by the woman across the table. “I can’t eat that,” he says. “I’m a meatatarian.”
The work is its first effort in this space and a stark departure for the chain, which made its name by way of simple homespun ads by the company’s founder, Dave Thomas.
“Crazy Lettuce” was done for $25,000. The average TV commercial costs more than $300,000.
It’s Called “Head of Lettuce” for a Reason
I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.