• New York Times, Tuesday, November 23, 2010 10:15 AM

On Monday, Wendy's will launch a $25 million campaign touting its new French fries, the biggest overhaul of its fries in more than four decades, writes Tanzina Vega. Two TV spots will run on cable and network stations such as TBS, VH1 and Bravo and during shows like "Conan" and "Lopez Tonight." "Fries," Wendy's CMO Ken Calwell tells Vega understatedly, "is something we hadn't been a leader in, in the past."

For the last year, the company has been examining its product line for opportunities to promote food made with more natural ingredients. Wendy's "new natural-cut fries with sea salt" use Russet Burbank potatoes and are thinner and crisper than the current fries and will be unpeeled.

The campaign includes two radio commercials that will air nationally, as well as billboards around the country. The digital campaign includes Wendy's web site, Twitter, Facebook and digital banner ads. The company's YouTube channel will feature an ad for the fries and the background of the Wendy's Twitter account page will also feature art for the fries and a "Fry for All" app that lets users select a box of fries that they can post on their Facebook page so they can "share" fries with their friends.

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