By Laurie Fullerton | Freelance Writer

November 17, 2016 | 3 min read

Fast food giant Wendy's effort to brand itself as the purveyor of fresh beef goes back to the 1970s from its - iconic 'Where’s the beef?' tagline to its updated 'Where’s the beef from?' ad.

More recently however, Wendy’s Deliciously Different campaign has set the company apart as they reject the practice of fast-freezing meat from as far away as Austalia, as some fast food companies do.

Until 20 November, Wendy’s is holding a contest on its social channels called the 'Freezer Expedition' - a series featuring two explorers inside an average freezer. At various points in their expedition - sometimes camping out in tents or using radios to report to each other – the explorers come across unrecognizable objects that are 'frozen for later.' The tagline 'frozen is for later' further emphasizes the freshness of Wendy's meat compared to most.

The Freezer Expedition is a social campaign that asks viewers to find the oldest thing in their freezers, snap a picture/video of it and post it to Twitter or Instagram with #FreezerDig and #Sweepstakes for a shot at the daily prize.

"The ongoing push against frozen meat and the emphasis on fresh stems from the ongoing consumers interest in sourcing these days, and local sourcing is always seen as a significant benefit,” Wendy’s chief concept and marketing officer Kurt Kane told brandchannel in an earlier interview.

“We did a lot of work with consumers and while they’d heard us say that our beef is fresh and never frozen, they never really heard about how and why that happened. They never knew that it came from close enough that it never needed to be frozen. That was a big 'Aha!' for many consumers, particularly younger consumers. It’s powerful and motivating for them.”

The campaign is part of a larger transition for the company, as they try to appeal to millennials and revamp their brand to keep up with chains such as Chipotle, and Panera, and Five Guys. Over the past few years, Wendy’s has tried to add healthier options to its menu and include more fresh, unprocessed ingredients, the article notes.

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