Whatever Happened To Wendy's 'Where's The Beef' Lady?
Behind every good company is an even better slogan. In case you're confused as to what this means, we'd like to ask you a few questions. Where do you go when you're "lovin' it?" What do you wear when you want to "just do it?" Where do you go to "eat fresh?" Where is the "Happiest Place on Earth?" Chances are you've probably rattled off McDonald's Nike, Subway, and Disney World without a second thought.
Chron Small Business describes a good slogan as "fusing business or product promises with consumer perceptions in a communication process that signals unique benefits compared to your competition." A good slogan is not only catchy and gets the consumer's attention, but promotes the product or service as a cut above the rest or a type of exclusive lifestyle or choice. An even better slogan sells you the product before you even buy it.
In 1984, hamburger magnate Wendy's launched a new slogan that not only quickly found a home in our common vernacular but also raised a particular question on the lips of every discerning American. The commercial itself is, at first glance, notable only for its simplicity: three elderly women inspect a hamburger that's more bun than beef patty. Enraged, one of the women, played by Clara Peller, shouts the famous question: "Where's the Beef?"
What exactly is the story behind "Where's the Beef?" What made it so popular in the eyes of the public? And whatever happened to leading lady Miss Clara Peller?
The question was meant to call out other burger chains
"Where's the Beef?" in modern-day slang refers to an idea or product that is more filler than it is actual substance. In fact, the phrase even became a brief part of American politics when, during the 1984 presidential primary, Democratic candidate Walter Mondale sneered the slogan as a criticism of opponent Gary Hart's ideas (via Center for Strategic and International Studies). But back in the 1980s, "Where's the Beef" was meant to be more literal; a sort of "call-out" to other big-name burger restaurants like McDonald's and Burger King.
According to Better Marketing, Wendy's created the campaign to call attention to just how much more beef you get on your Wendy's burger than from other restaurants. In one Wendy's Single hamburger, the campaign promised, you would be getting more beef per buck. Why bother getting a Quarter Pounder or a Whopper when you could supposedly get a Wendy's burger that will give you more beef than the other guys?
To this end, the company hired director Joe Sedelmaier to direct the ad — but where did the famous Miss Clara Peller come in? Peller was a retired manicurist around the time and had starred in one commercial before simply as an extra, but her tough attitude and voice captivated the commercial agency. The agency signed Peller on as an actress, thus leading to her being chosen by the Wendy's team to star in the famed commercial.
Clara Peller was the face of Wendy's -- for a time
Whether it was just good marketing or just saying "Where's the Beef?" proved to be too catchy for Americans to forget, the commercial quickly became one of the most successful campaigns in Wendy's history. The woman who said those three famous words, Clara Peller, soon became something of a national celebrity, appearing on everything from "Saturday Night Live" in 1984 to "WrestleMania 2" in 1986 (as a guest, not in the ring doing half-nelsons with Rowdy Roddy Piper).
But, according to the Sun Sentinel, there was some beef between Peller and Wendy's, in part due to Peller showing up in a Prego spaghetti sauce ad following the famous Wendy's commercial. In the Prego commercial, Peller claims to have "finally found it" ("it" being the beef) in a can of Prego meat sauce. Wendy's was quick to terminate her contract supposedly because of Peller's statement. As far as Wendy's was concerned, the only place Peller should find the beef is at a Wendy's location, not in a jar of spaghetti sauce. Peller's attorney, however, argued that the separation was the result of a dispute between Peller and Wendy's regarding the company using her likeness for merchandising.
Although Peller fell from Wendy's spotlight, she continued to enjoy her fame as best she could up until her death in 1987. The Chicago Tribune's obituary (via Newspapers) tells us that, despite her fame, Peller often enjoyed meeting friends for coffee at her local McDonald's.