Wendy's® Helps Expand VH1's "You Oughta Know" Initiative As Sponsor Of The Music Discovery Franchise This Spring And Summer

Partnership Includes Creation of "Wendy's Fresh On The Scene" Sub-Franchise To Profile Artists Who Could Be The Next Adele, Bruno Mars or The Lumineers

Apr 23, 2013, 11:39 ET from VH1

NEW YORK, April 23, 2013 /PRNewswire/ -- Wendy's  is helping VH1 to amplify and expand its "You Oughta Know" music franchise by sponsoring the multi-platform initiative that spotlights the up-and-coming singer/songwriters, rockers and divas you haven't heard of…yet. 

Launched in 2004, VH1's "You Oughta Know" franchise introduces promising new artists on the rise to VH1's base of music lovers.  Many "You Oughta Know" artists have gone on to win industry awards and accolades, including "Best New Artist" Grammy Awards and nominations.  This highly acclaimed franchise has helped break artists such as Adele, Mumford & Sons, Ed Sheeran, The Lumineers, Foster The People, The Civil Wars, Grace Potter, Gotye, and many more.  April's "You Oughta Know" artist is U.K. song stylist Jessie Ware, who the New York Times calls "sensuous and stunning." 

The six-month sponsorship features the creation of the exclusive sub-franchise "Wendy's Fresh On The Scene" which will feature 30-second profile interviews of that month's You Oughta Know artist by VH1's music authority Jim Shearer.  These vignettes will also have specially crafted graphics to further integrate Wendy's branding.  Artist interviews will tie into Wendy's brand differentiators such as "quality" and "fresh."  For example, an artist could discuss what characteristics set them apart from the crowd.  The deal will feature six YOK artists over a six-month period.

In addition, the featured You Oughta Know artists get special treatment during the channel's music hours with more video rotations each week during the featured month.  Each of these video plays will have a customized Jim Shearer introduction of the "Wendy's Fresh On The Scene" spot.  There will also be in-show integrations on VH1's

"Big Morning Buzz Live" daily show which may include an interview or performance with that You Oughta Know artist, extended footage from the Jim Shearer interview with the artists, or other messaging that highlights Wendy's connection to the You Oughta Know franchise.

"We're excited to partner with VH1 on the 'You Oughta Know' program.  Wendy's consumers are passionate about music and this extension allows us to connect our customers with upcoming artists and music they enjoy," said Mark O'Leary, Wendy's Director of National & Local Media.

"For nearly 10 years, we've successfully introduced VH1's music lovers to the next global superstars.  As technology has evolved, we've been able to increase the ways that we connect up-and-coming artists with new fanbases.  Our partnership with Wendy's will extend those discovery efforts even more while helping Wendy's to creatively reinforce its brand with its target audience," said Alexis Rodriguez, Senior Vice President, Integrated Marketing, VH1. 

The Wendy's Company is the world's third largest quick-service hamburger company. The Wendy's system includes more than 6,500 franchise and company restaurants in the U.S. and 27 countries and U.S. territories worldwide. For more information visit www.wendys.com, or www.aboutwendys.com.

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