‘Unofficial spokesman’ fired

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Friday, Nov. 5, 2004 | 9:01 a.m.

DES MOINES, Iowa -- Goodbye, Mr. Wendy.

The fast-food chain's management canned the man they referred to as the brand's "unofficial spokesperson" after dismal reviews of the advertising campaign that featured him.

"We believe a lousy family-focused advertising campaign featuring 'Mr. Wendy' misses the mark," said John Ivankoe of J.P. Morgan Securities Inc. in a report last month.

Peter Oakes of Piper Jaffray criticized "Mr. Wendy" ads for "showcasing his character at the expense of highlighting the food (and) has made Wendy's a bit more vulnerable of late."

Wendy's International Inc., based in Dublin, Ohio, and advertising agency McCann Erickson announced Thursday that "Mr. Wendy" won't be seen after the end of the month.