In a bold and cheeky move that celebrates fiery locks and fearless personalities, Wendy’s Australia has rolled out its first major marketing activation: “Redhead Redemption.” Coinciding with World Redhead Day on May 26, the campaign catapulted redheads—and their “boring-haired” friends—into the VIP spotlight at Wendy’s stores across the country.
Following the launch of its flagship Cavill Avenue location on the Gold Coast, Wendy’s tapped into a clever, culturally resonant insight: redheads have long been the underdogs of hair color. But with Wendy—the brand’s own flame-haired icon—leading the charge, it was time to flip the script.
The Redhead Redemption event invited every Aussie with natural, dyed, or even temporary red hair to claim a free burger meal. Whether you were strawberry blonde, rust-tinted, or full-on fiery ginger, the doors of Wendy’s opened with VIP treatment. And for brunettes and blondes hoping to join the fun? A red wig or a bold dye job earned them a place in the red-hot action too.
This one-of-a-kind event was conceived and executed by creative agency Today the Brave, with strategic PR support from Burson. The activation spanned social media, influencer collaborations, out-of-home stunts, and earned media coverage—painting Cavill Avenue and beyond with a vivid, unapologetic splash of sass.
“This is just the beginning,” said Jade Manning, creative partner at Today the Brave. “We’re building a brand full of energy and personality, and we want to bring a fresh, underdog spirit—especially some much-needed female energy—to Australia’s fast food landscape.”
Wendy’s Head of Brand, Sarah Hatcher, echoed the sentiment, emphasizing the brand’s playful identity. “Redhead Redemption was our way of showing up with personality and bringing our fans along for the ride. It’s bold, it’s fun, and it’s everything Wendy’s stands for.”
Even Jessie Gogan, deputy market lead at Burson Australia and New Zealand, joined in the celebration: “We’re proud to be championing a campaign that celebrates ginger legends—natural, dyed, or cleverly disguised. It’s a fun, head-turning moment that rewards authenticity and adds flavor to the everyday.”
As Wendy’s continues its expansion down under, Redhead Redemption sets the tone: inclusive, spirited, and never afraid to stand out from the crowd—especially with a side of fries.
