Wendy’s Raises Profile of Late Founder’s Adoption Campaign

After decades of campaigning in relatively low-key fashion on adoption, fast-food chain Wendy’s is launching a major online and advertising effort to promote its late founder Dave Thomas’ chief philanthropic cause, according to The New York Times.

The hamburger mogul, who was adopted as an infant, started the Dave Thomas Foundation for Adoption in 1992, a decade before his death. The company has largely promoted and raised money for the effort through donation canisters at cash registers and charity golf tournaments and did not feature the foundation on its website.

The new campaign, launching Monday, includes an adoption-themed commercial featuring Mr. Thomas’ daughter, Wendy, for whom he named the business, and a microsite with links to the foundation’s site and Wendy’s fundraising promotions.

Carol Cone, head of the business and social purpose practice at PR firm Edelman, said the campaign shows Wendy’s “is recognizing is that in an ever more transparent society, consumers are asking, ‘What do you stand for beyond just selling me food?’”