To introduce its new Chicken Tenders, VML turned Wendy's name into the ultimate proof point, showing up across social and digital as “Tendy’s” to let everyone know – these tenders are something special.
Wendy’s is Now Tendy’s
Launching its new chicken tenders in true Wendy’s style
Client
- Wendy's
Office
- Kansas City
Wendy’s has never been afraid to make bold moves – and this time, it wasn’t just about what’s on the menu.
America wasn’t waiting for another chicken tender, so we didn’t give them one. We gave them something only Wendy’s could, Tendy’s. Going full Tendy’s Mode was a way to signal that this wasn’t just another product launch. It’s the beginning of the new chicken era at Wendy’s.
Alli Pearce
Chief Creative Officer, VML
The chicken tender category is packed with favorites from the top chicken chains in America. As a brand best known for hamburgers, Wendy’s needed to break through the noise and earn instant credibility in a space where fans are fiercely loyal. Simply adding “chicken tenders” to the menu wasn’t enough – Wendy’s had to make a statement bold enough to get noticed, talked about, and craved.
Wendy’s became Tendy’s. The campaign, created by VML, rebranded the iconic restaurant to announce the arrival of its Chicken Tenders in the most Wendy’s way possible – by owning the conversation with a wink and a punchline. The Tendy’s takeover spanned social and digital platforms, parodying the “logo rebrand” trend with a full Tendy’s logo reveal that became Wendy’s highest-performing TikTok of the year.
To extend the moment, Wendy’s teamed up with comedian Connor Wood (@fibula) for a Tendy’s grand opening event, complete with a live comedy set, exclusive swag, chicken tender lamps, and plenty of taste tests. Every touchpoint – from the logo to the laughs – helped reinforce that Tendy’s weren’t just good… they were worthy of their own name.
To launch Tendy’s, we executed a multi-channel strategy combining PR, influencer engagement, and media activations. First, taste moments and influencer mailers drove shareable content, while TV, radio, OLV, paid social, and on-premise activations like restaurant takeovers ensured broad visibility.
The campaign delivered 1.8 billion impressions in week one, 4.2 million+ organic TikTok views, and ~3x sales vs. projections. Conversation lift included a +43% increase in Wendy’s mentions and a +125% spike in Tendy’s mentions – making it twice as talked about as Wendy’s Nuggs on launch day.
Please provide your contact information to continue.
Related Content
Wendy's
Drive Thru Translator
Wendy’s reimagines the drive-thru experience with AI, enabling customers to order in their native language with 99% accuracy
Read Case Study 
Wendy's
Frosty Fix
Wendy's Frosty delivers a quick fix for broken ice cream machines
Read Case Study