Wendy’s Bets on Bold with Das Kapital for GCC Launch of New Marketing Campaign

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The Wendy’s Company has handed its regional marketing and advertising duties in the GulfCooperation Council (GCC) to Das Kapital, the Paris-founded creative agency known for "its ideas-first approach and challenger work" for brands like PepsiCo, DKNY, and Doha Bank.

The appointment signals the American QSR giant’s latest move to deepen its footprint across the Gulf Cooperation Council, starting with a full-scale brand launch in Saudi Arabia this October.

Das Kapital, which operates out of the UAE and Qatar, is steering a 360° campaign that introduces the Wendy’s brand to Saudi consumers while highlighting its most distinctive products — from its square, fresh-beef burgers and spicy chicken sandwiches to its cult favorite Frosty dessert.

For Wendy’s, the partnership reflects a broader ambition: bringing its “Globally Great, Locally Loved” brand vision to life in markets where American fast-food culture meets a rising appetite for differentiation.

“Wendy’s is one of the world’s most recognized brands, and what sets us apart is our ability to connect locally through our fresh, craveable food, bold challenger tone, and compelling storytelling,” said Meltem Edin, Vice President, Marketing EMEA at The Wendy’s Company.

Das Kapital’s Founder and CEO Hubert Boulos added, “We’re thrilled to collaborate with a beloved global brand like Wendy’s. Our goal is to create campaigns that define—not just advertise—the brand, and leave a lasting mark in the region.”

Wendy’s currently operates 25 restaurants in Saudi Arabia through its franchise partner Alghanim Industries, with global plans to reach 2,000 international outlets by 2028.

Founded in 1969, Wendy’s today runs over 7,250 restaurants worldwide, celebrated for its “Fresh, Never Frozen” beef burgers and signature menu icons like the Baconator® and Frosty®.

As for Independent agency Das Kapital, it  is headed by is headquartered in Paris France with offices in the UAE and Qatar.

Operating without geographic boundaries, it has successfully delivered ideas in Europe Asia and the Middle East. Key past and current clients include Wendy’s, Pepsico, DKNY , CMA CGM, Piramal Real Estate, Pinar, and Doha Bank to name a few. 

Wendy’s international business is poised for increased expansion, with plans to reach 2,000 international restaurants by 2028.