Bold. Like a Redhead.

Wendy's took several shots at breakfast before realizing the key to success was first establishing coffee credibility. Redhead Roasters was born with a dare-to-be-different attitude and a big bold flavor. We developed the brand identity, packaging, in-store experience, and the 'Born to be Bold' advertising campaign. After a successful seven-market test, the brand launched in stores nation-wide. Coffee sales grew 70% in the first year, helping Wendy’s become the #2 name in fast-food.