Wendy’s “Tendys” Proves Authentic Branding Still Wins the Chicken Wars
What you. will learn from this article:
How Wendy’s turned its “Tendys” launch into a masterclass in authentic, insight-driven branding that connected emotionally with consumers.
Why temporarily rebranding to “Tendy’s” across social media and storefronts created viral engagement rooted in humor and brand truth.
What communicators can learn from Wendy’s balance of playfulness and strategy—and why even Cracker Barrel should be paying attention.
When Wendy’s launched its new “Tendys” chicken tenders nationwide on September 30, it wasn’t just another menu addition. It was a bold experiment in branding, and a masterclass in how authenticity and humor can drive national conversation. Stephanie Lancaster, Senior Director of Brand Marketing at Wendy’s, unpacked the creative strategy on stage during Advertising Week in a discussion with Tina De Sarno, Chief Insights and Analytics Officer at MarketCast, offering a rare glimpse into how the brand builds emotional connection through insight and playfulness.
Lancaster’s remarks came as Wendy’s recently reasserted itself in the fast-food “chicken wars,” entering a market dominated by McDonald’s and KFC. The “Tendys” launch blends consumer input, product innovation, and a knowing wink to Wendy’s reputation for internet-savvy wit. “We spend tons of time really understanding our consumers and making them the center of what we’re doing,” Lancaster said. “You can’t break through unless you’re driving emotional relevance.”
The launch’s creativity extended beyond product and packaging. Wendy’s temporarily rebranded select restaurants, and even its social media accounts, as “Tendy’s.” Across X, Instagram, and TikTok, the brand playfully changed its profile names, banners, and imagery to reflect the new identity, rolling out visuals that treated “Tendy’s” as the name of an entirely new restaurant chain. Fans immediately joined in, remixing the new logo and sharing videos under the hashtag #TendysNation.
Early sentiment suggests the move struck the perfect balance between self-parody and authenticity. Consumers loved that the brand leaned fully into the joke without losing its credibility. For communicators, it’s a reminder that humor only resonates when it’s built on a foundation of truth. “It’s not about how many times your logo shows up,” Lancaster said. “It’s about how the ad manifests your brand emotionally.”
Her comments reinforced a central theme from the panel, moderated by MarketCast Chief Insights & Analytics Officer Tina DeSarno: brands that connect emotionally through authentic storytelling outperform those chasing quick metrics. “We’re a fighter brand,” Lancaster said. “We use social to build authentic connections. It’s about being approachable, distinct, and knowing when to engage.”
From “Where’s the Beef?” to “Hot & Crispy Fries,” Wendy’s has built a communications legacy on humor grounded in human truth. “Cold and soggy sucks,” Lancaster joked, “but the story about doing better for our consumers—that’s where brand relevance comes from.”
With “Tendys,” Wendy’s transformed what could have been a simple menu update into a cultural moment backed by data, consumer insight, and a fearless sense of fun. Early reviews suggest the chicken tenders themselves are a hit, but the real success lies in how Wendy’s once again proved that emotional branding and creative courage drive lasting engagement.
For communicators, the “Tendys” campaign offers three takeaways: listen deeply to your audience, lead with emotion before function, and don’t be afraid to have fun if it aligns with your brand’s truth. In an industry crowded with copycat messaging, Wendy’s showed that even a “name change,” when rooted in authenticity, can make the world pay attention—and hopefully, Cracker Barrel is watching and taking notes.
