It’s Called “Head of Lettuce” for a Reason


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.

About David Burn

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 now head of brand strategy and creative direction at Bonehook in Portland, Oregon.