MUST-SEE Super Bowl Adbust: Farmworkers expertly take down Wendy’s $5 million “Cold as Ice” commercial!

Facebook, Twitter blow up with Fair Food version of Wendy’s big Super Bowl ad buy!

$5 million for 30 seconds of Super Bowl airtime could fund more than 5 years of fairer wages and humane working conditions for workers picking Wendy’s tomatoes through the Fair Food Program…

In the event that you were watching the Super Bowl yesterday, you may have caught Wendy’s 30 second ad that aired shortly before halftime.  The ad emphasized two aspects of Wendy’s concerted strategy to re-invent its public image: an emphasis on “quality” ingredients and a cheeky Twitter game.  In case you didn’t catch it the first time, here below  is Wendy’s Super Bowl ad:

That oddly disconcerting use of 30 Super Bowl seconds set Wendy’s back a reported $5 million — money that, it should be noted, could have funded the company’s participation in the Fair Food Program for at least 5 years.  Just take a moment to think about that…

Be that as it may, the ad did not escape the attention of the Fair Food Nation, whose members had a few thoughts of their own to share on the question of what constitutes “quality” food.  That conversation was kicked off with the CIW’s own version of Wendy’s 30-second ad (featured at the top of the post), and before long the video was spreading like wildfire across Facebook and Twitter, with thousands of views in the first six hours and a flood of comments from the Twitterverse:

And in a head-scratching turn of events, Wendy’s new Twitter identity, “Othr Guyz” — a thinly-veiled reference to Wendy’s competitors — actually thanked a Fair Food critic of the new ad for what the company’s Twitter handler (hilariously) mistook for a compliment:

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But we can’t stop there!  Until Wendy’s itself signs a Fair Food Agreement, and joins all those “othr guyz” in doing its part for long-overdue farm labor justice, the national Wendy’s boycott will only continue to grow.  Make sure to share the new Fair Food version of Wendy’s Super Bowl ad widely on Facebook and Twitter, and keep the pressure up on Wendy’s!

In the meantime… 


Back up your online organizing with some good old fashioned on-the-ground organizing and register TODAY for upcoming tour!

The Return to Human Rights Tour is swiftly approaching, and with every day that goes by, the Fair Food Nation’s hometown of Immokalee becomes an ever-busier hub of planning, organizing, and art-making for the 14-day tour.  Advance organizing teams are settling in for weeks of nonstop presentations and meetings across the country, spreading news of the Wendy’s Boycott and fueling the growing excitement for next month’s action.

And, on the digital frontier, the Wendy’s Boycott website is now replete with all the information you need to prepare for the Return to Human Rights Tour, including registration and a final tour schedule!

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So take a minute to explore the Wendy’s Boycott website for all the details on the upcoming tour, and to let us know that you’ll be there!