Many of our clients are merging, acquiring and expanding their physical footprints, but most are not localizing their marketing strategies to each new community. As a well-established brand with other U.K. locations, Wendy’s certainly didn’t need to deploy resources against a custom campaign for a single Camden restaurant. Yet, as Wendy’s Senior International Marketing Director for APMEA & Europe shared, “As a new brand entering such a culturally rich neighborhood, it was important for us to show respect for the community and showcase the genuine excitement we have to become a part of it.” The collaboration with local artists, community’s input on their restaurant’s mascot and “Camden twist” on Wendy’s logo does just that, staying true to the iconic brand while giving it a distinctly local – and in turn inviting – flavor.