Lemonade is all the rage today—and we’re not talking about Beyoncé latest album.
Wendy’s Canada has added premium lemonade, made with real fruit, as a permanent menu item. The product comes in two flavours: Original and Strawberry, and a limited-time Blackberry Lemonade will be on the menu in July.
“Canadian consumers are looking for something that is indulgent in terms of a beverage, but isn’t a carbonated beverage and is more natural and refreshing,” said Lisa Deletroz, marketing director at Wendy’s Canada. “It’s appealing to our quality seekers… those who are seeking refreshing beverages that are not typically normal for QSR burger categories.”
A survey commissioned by Wendy’s Canada found that 72% of Canadians are likely to consume lemonade this summer; 83% think lemonade is old fashioned, in a good way; and 75% of Canadians said they prefer lemonade to an alcoholic beverage on a hot day.
The new menu item is being promoted with online marketing and a 15-second national spot, created by MacLaren McCann.
The spot shows a millennial male sitting in a lawn chair, sipping lemonade, but it’s 10 degrees outside and he’s wearing mittens.
“We don’t believe that lemonade is just a summer product, but we do believe it conjures up all of the images of summer,” said Deletroz. “For that reason, getting out early in spring, making the most of summer before summer really starts, is the theme around the spot.”
Later this summer, Wendy’s will switch the focus from how Canadians celebrate summer early to how they hang on to summer well into the fall. “It’s an ongoing, integrated campaign, so you’ll see more from us,” said Deletroz.
Public relations is being handled by Ketchum.
