An integrated marketing communications campaign for Wendy's

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Date of Publication


Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories



Ramon V. Del Rosario College of Business


Marketing and Advertising Department

Thesis Adviser

Hazel Biana

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Enrique V. Bariso Da Rosa


The fast food industry is among the leading consumer good in the country. Fast food companies enjoy a constant growth in the country because of the need for food that is prepared fast. This is due to the busy lifestyle of the urban population. Fast food chains also are expanding their branches outside of Metro Manila

Having established their presence in the country since 1983, Wendy's is one of the players in the fast food industry in the Philippines. Wendy's survived being in the industry because of their quality products, more specifically for their burgers and Frosty. Unlike most fast food restaurants, Wendy's serves burgers that include a square shaped patty. Their Frosty is also memorable among consumers because of its real milky taste. However, Wendy's is struggling in the Philippines fast food industry because it is not the top-of-mind restaurant among Filipinos. One of the reasons for this is the lack of accessible branches, wherein most branches are located in Metro Manila and nearby provinces.

The group's IMC campaign, a one-year campaign starting on May 2014, aims to sustain the campaign talkability, increase fan engagement and fan acquisition. The target of the IMC campaign will be young professionals ages 24-34 who belong to SEC AB and upper C. The campaign will include promotions that utilize below-the-line advertisements, specifically digital. Media used for below-the-line advertisements will include OOH, digital and online PR. The advertising executions will revolve around the idea that consumers can satisfy their craving for great tasting hamburgers and freshly prepared food as a reward for their accomplishments. The budget for the IMC campaign will be five million pesos, which will include media and production costs.

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Accession Number


Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall


Fast food restaurants--Philippines--Marketing; Convenience foods--Marketing; Wendy's; Advertising

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