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By Audrey Kemp, LA Reporter

February 24, 2023 | 4 min read

What does Reggie Miller love more than shooting hoops? Cheering on Wendy’s burgers, according to the chain’s March Madness spot.

In 1984, Wendy’s posed burger lovers everywhere an unforgettable question, ’Where’s the beef?’

Ahead of March Madness, the burger chain tapped five-time NBA all-star Reggie Miller to put a new twist on the catchphrase in ‘Square’s the beef’. The campaign marks Miller’s fourth consecutive year working with the brand.

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The 30-second spot, which goes live on Monday, February 27, references the square-shaped, never-frozen beef patty in Wendy’s hamburgers. Miller is seen in a Wendy’s restaurant cheering on employees every time they serve a burger as if he were courtside watching his teammates score.

The campaign comes as Wendy’s assumes its dual roles as the ‘Official Hamburger’ and ‘Official Breakfast’ of March Madness.

“This March Madness, it’s all about our iconic square beef hamburgers. We know the star player of a great-tasting hamburger is fresh never frozen beef, so we’re squaring up our March Madness campaign to bring our unique, fresh and hot take on beef to life for fans as the Official Hamburger of the tournament,” Carl Loredo, US chief marketing officer for The Wendy’s Company, said in a statement shared with The Drum.

”Our ’Square’s the Beef’ advertising [nods] to our heritage of serving up the best fresh never frozen square beef in the game. Asking more of your hamburger and turning to Wendy’s to deliver is a slam dunk, every time.”

In the 39 years following the inception of ’Where’s the beef?’, the catchphrase made its way into a country song, was featured on The Simpsons and SNL and even brought up during the 1984 US presidential election.

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