Original Picture of Where's the Beef?
"Where's the beef?" is a catchphrase in the United States and Canada, introduced as a slogan for the fast food chain Wendy's in 1984. Since and so it has go an all-purpose phrase questioning the substance of an idea, issue, or product.[1]
History [edit]
The phrase outset came to public attending in a U.South. idiot box commercial for the Wendy'due south concatenation of hamburger restaurants in 1984. The strategy backside the entrada was to distinguish competitors' (McDonald's and Burger King) big name hamburgers (Big Mac and Whopper respectively) from Wendy'due south "pocket-sized" Single by focusing on the large bun used by the competitors and the larger beef patty in Wendy'southward hamburger. In the advertizing, titled "Fluffy Bun", actress Clara Peller receives a burger with a massive bun from a fictional competitor, which uses the slogan "Home of the Big Bun". The small patty prompts Peller angrily to exclaim, "Where's the beefiness?" Director Joe Sedelmaier actually wanted Peller to say, "Where is all the beef?" but because of emphysema, that was too difficult for her.[2]
The commercial was originally supposed to star a young couple, only Sedelmaier did not find the concept funny and changed it to the elderly ladies.[2]
An earlier version, featuring a middle-anile bald human being saying, "Thanks, but where's the beefiness?", failed to make much impact. After the Peller version, the catchphrase was repeated in idiot box shows, films, magazines, and other media outlets.
Outset airing in 1984, the original commercial featured three elderly ladies at the "Home of the Large Bun" examining an exaggeratedly large hamburger bun. The other two ladies poked at it, exchanging bemused comments ("Information technology certainly is a big bun. Information technology's a very big bun. It's a big fluffy bun. It'southward a very big fluffy—"). As one of the ladies lift the top half of the bun, a comically minuscule hamburger patty with cheese and a pickle is revealed (prompting her to finish the judgement "—bun." with a much more than disappointed tone). Peller immediately responds with her outraged, irascible question.[3]
Sequels featured Peller yelling at a Fluffy Bun executive from his yacht over the phone and budgeted fast food drive-up windows (including the "Habitation of the Big Bun" and a eating house with a golden curvation) that were slammed down before she could consummate the line.
Later in 1984, Nashville songwriter and DJ Coyote McCloud wrote and performed a hit song entitled "Where'southward the Beef?" equally a promotion for Wendy's restaurants' famous advertisement entrada featuring Clara Peller.[4]
The advertising entrada ended in 1985 afterward Peller performed in a commercial for Prego pasta sauce, saying "I found it, I really found it",[5] a phrase alluding to the beefiness in the listener'due south mind.
There were many "Where'south the beef?" promotional items, including bumper stickers, frisbees, clothing patches, a Milton Bradley game,[6] and more.
In 2011, Wendy's revived the phrase for its new advertising entrada, finally answering its own question with "Here's the beef".[vii]
During the 2020 COVID-19 pandemic, when stores were experiencing a shortage of beefiness, Wendy's revived the advertising. [8]
To launch their new breakfast carte in Canada, Wendy'south released a new advertizing campaign called "Where's the Bacon?" as a callback to the "Where'southward the Beefiness?". The new campaign is similar to its older counterpart, except it focuses on the amount of bacon in breakfast sandwiches rather than beef size. [9]
Credits [edit]
William Welter, the executive vice president of Wendy'south International, led the marketing team at the fourth dimension of the campaign.[10] The commercial was directed by Joe Sedelmaier as part of a campaign past the advertizing bureau Dancer Fitzgerald Sample. It was written past Cliff Freeman. The marketing and promotion campaign were created by Alan Hilburg and the Burson-Marsteller squad under the management of Denny Lynch, the vice president of corporate communications at Wendy'due south.
Gary Hart and Walter Mondale [edit]
The phrase became associated with the 1984 U.S. presidential election. During primaries in the spring of 1984, when the commercial was at its pinnacle of popularity, Democratic candidate and quondam Vice President Walter Mondale used the phrase to sum up his arguments that program policies championed by his rival, Senator Gary Hart, were insubstantial, showtime with a March 11, 1984, televised debate at the Fox Theatre in Atlanta prior to the New York and Pennsylvania primaries.[1]
Hart had moved his candidacy from dark horse to the lead over Mondale based on allegedly superficial similarities to John F. Kennedy, and his repeated use of the phrase "new ideas". When Hart once more used the slogan in the argue, Mondale leaned frontwards and said, "When I hear your new ideas, I'yard reminded of that advertizement, 'Where'due south the beef?'" Subsequently, the ii campaigns continually clashed using the ii dueling slogans, Hart frequently showing reams of policy papers and retorting "Here's the beef." Mondale'due south strategy succeeded in casting doubtfulness on Hart's new ideas, and changing the debate to specific details, earning him the Democratic nomination.[1]
References [edit]
- ^ a b c Ralph Keyes, I love it when y'all talk retro: hoochie coochie, double whammy, drop a dime, and the forgotten origins of American spoken communication (Macmillan, 2009) ISBN 978-0-312-34005-6 pp. 7, 161. Institute at Google Books. Accessed November 8, 2010.
- ^ a b Crain, Rance (June 27, 2016). "Why the Execution of an Thought Is More Important Than the Idea Itself". Advertising Age. Vol. 87, no. 13. p. 28.
- ^ Cantankerous, Mary (2002). A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture. Greenwood Press. pp. 191–193. ISBN978-0313314810 . Retrieved September four, 2020.
- ^ Bob Batchelor and Scott Stoddart, The 1980s: American popular civilization through history (Greenwood Publishing Group, 2007) ISBN 978-0-313-33000-i p. 48. Found at Google Books. Accessed November 8, 2010.
- ^ "Clara Peller, the Actress In 'Where's the Beef?' TV Ad". The New York Times. August 12, 1987. Archived from the original (Obituaries) on November 12, 2011.
- ^ Toys and Prices; Marker Bellomo; F+Westward Media, Inc.; 2015; p. 354
- ^ After 27 Years, an Answer to the Question, 'Where's the Beef?' The New York Times, September 25, 2011
- ^ "Wendy'southward burgers missing from ads every bit the 'Where'south the Beef?' chain finds fresh beefiness in curt supply". aphorism.com. May 7, 2020. Retrieved May 10, 2020.
- ^ "Wendy'southward burgers missing from ads every bit the 'Where's the Beef?' concatenation finds fresh beefiness in curt supply". Twitter.com. May ix, 2022. Retrieved May 12, 2022.
- ^ "Findarticles.com". Archived from the original on September 24, 2015. Retrieved July four, 2013.
Source: https://en.wikipedia.org/wiki/Where%27s_the_beef%3F
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