Wendy’s – one of the largest burger brands in the world – has taken the next step in its UK reintroduction with a new film starring Charlotte Crosby, revealing the playful, outspoken star as its newest multi-disciplinary spoof recruit, answering the question: “What makes a Wendy’s?”
Rather than showcasing traditional food-led messages, the new film places brand personality front and centre, using homegrown comedy to introduce Wendy’s to a broad, multi-generational British audience.
Shot at Wendy’s Kingston, one of the first UK restaurants to undergo a “Future Fresh” renovation with new aesthetics and an elevated digital-first customer experience, this film forms a core part of Wendy’s strategy to build a distinctive “Wendy’s brand culture” in the UK. One that feels confident and culturally aware, whilst staying true to the personality that made it famous globally. It leans into humour, character and creator-led storytelling, moving Wendy’s beyond simply selling burgers to creating moments that people want to talk about, share and engage with.
Charlotte’s playful performance brings this strategy to life, helping Wendy’s establish a recognisable voice in the UK.
In the video, Charlotte – led by her wit, confidence and ability to laugh at herself – takes viewers behind the scenes of Wendy’s in a mockumentary tour, introducing us to the food, people and scenarios that make the brand what it is today.
And there’s one major catch: every member of the Wendy’s team is Charlotte. From the manager and counter staff, to the chef and cleaner, audiences see a whole cast of Charlotte clones, each bringing their own distinct personality.
Charlotte Crosby says: “As a genuine, longtime personal fan of Wendy’s, I had so much fun creating this. I’m basically playing myself, just about six different times! I loved the idea of taking people behind the scenes and having a bit of fun with what makes Wendy’s, Wendy’s. It’s more than food. It’s a whole experience!”
Michael Clarke, managing director at Wendy’s says: “We wanted to create something that felt unmistakably Wendy’s but also unmistakably British. Charlotte’s humour, confidence and ability to not take herself too seriously gave us the perfect way to bring the brand to life, while different Charlotte characters allowed us to showcase the people, personality and experience that make a Wendy’s. This isn’t a traditional food ad. It’s about being playful, making people laugh and giving UK audiences a fresh reason to get to know Wendy’s.”
Danielle Every – global business director at The Fitting Room, the global culture and communications agency for Wendy’s UK, which led the creative direction and production of the film says: “We wanted to create something unexpected and full of Wendy’s personality. Charlotte was the perfect partner to bring our creative idea to life, using humour and a touch of the unexpected to show UK audiences what makes Wendy’s so distinctive.”
