Wendy's Campaign Supports Foster-Care Adoption

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After quietly supporting foster-care adoption for more than 20 years, Wendy's has launched a national, multichannel campaign for the cause.

The year-long marketing program is an expansion of ongoing fundraising initiatives for the Dave Thomas Foundation for Adoption, a nonprofit founded in 1992 by Wendy's founder Dave Thomas, who was himself adopted as a child.

Through Wendy’s support, the foundation hires specially trained workers in communities across the country to find families for children who have been in foster care the longest. The support has enabled more than 4,000 children in foster care to find permanent homes, according to Wendy's.

The new campaign includes national television and radio ads; a new, multimedia adoption hub on the Wendy's site; and a video series in which kids and their adoptive families tell their stories.

Wendy's is also taking in-restaurant fundraising promotions for the foundation national for the first time.

One of these is the Frosty Key Tags program. Consumers who buy tags for $1 by the mid-April cutoff date can present them to get a free Jr. Frosty beverage each time they make a purchase at Wendy's, through August of this year. Last year, the tags raised $450,000 for the foundation; this year the goal is $1.3 million. The chain's fundraising Halloween Coupon Books program is also being expanded.

Wendy's is now promoting the Frosty Key Tags program on its Facebook page (showing nearly 4.75 million "likes") and Twitter account (543,000 followers).

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