Different countries’ locations of the same fast food chain may have wildly different menus, names, and advertising strategies, all in an effort to better serve the local population. Wendy’s re-entered the UK last year after being absent for more than two decades, and just last month, their eighth British restaurant opened in the trendy area of London known as Camden. This time around, Wendy was determined to leave an indelible mark in a city renowned for music and fashion, and the resulting Emo Wendy has certainly captured the attention of the internet.
A depiction of Wendy, the chain’s iconic redhead, sporting what the company calls a “flowing emo fringe” in place of her usual pigtails first appeared as part of a Camden street art mural and now adorns the exterior of the new Wendy’s. Despite the fact that Emo Wendy officially opened on June 28, its exterior has only recently become a social media meme.
The magazine AltPress tweeted on Sunday, “What if we…. kissed outside the emo wendys?,” which has been retweeted more than 10,000 times and helped propel Emo Wendy to internet stardom.
What, then, occurred in Wendy’s life to cause her to alter her approach? Everything is a marketing ploy. Recently, in June, Wendy’s collaborated with the advertising firm VMLY&R and the artist platform Camden Open Air Gallery to create three new mascots that reflect the spirit of the Camden neighborhood. Punk, bouffant quiff, and emo Wendys were all created, and Twitter users were polled to determine which one should represent the Camden branch.
We’ve got new dos, who dis? Respect to @CamdenOAG for preparing us for our arrival in Camden with a brand new look. pic.twitter.com/wfnGMrUEVG — UK Wendy’s (@wendysuk) June 16, 2022
Wendy’s senior international marketing director for APMEA & Europe, Tony Barr, said, “As a new brand entering such a culturally-rich neighborhood, it was important for us to show respect for the community and showcase the genuine excitement we have to become a part of it.”
Curiously, the winning hairstyle was Punk Wendy’s spiky do, and a portrait of Wendy can be seen hanging outside the Camden eatery. Emo Wendy, however, seems to have been too good to pass up: The rest, as they say, is social media history after the angry mascot also banged her head on a wall. She might get over her sadness if she receives so much positive attention.
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