How refreshing is this latest email campaign from Wendy’s?

In a world where marketers often perceive moms as the parent-in-charge, here’s an invigorating approach from a company that’s simply giving both parents their rightful due. It was plain and simple, but it got the job done.

There’s no special web tab titled, “For moms.”

They don’t overdo it in the other direction with some out of place, one-time deal for dads so often seen only in June.

Their website doesn’t look overly frilly or feminine, as baby websites so often do.

They did their own way, and did it right – by focusing on family.

Like so many companies before them whose stories have been revealed right here at dadmarketing, Wendy’s had every opportunity in the world to exclude dads and put moms solely in the spotlight.

Rather, they use the words parent and family at every chance they get. While it’s not exactly a shared 50-50 equivalency among photos of moms and dads, we don’t think it’s necessary.

Their mission and focus is carefully crafted by a team who stuck to a game plan by highlighting the adoptees, and in turn, present some touching stories with class and dignity that make all parties feel welcome. They realize that families come in all shapes and sizes, and they didn’t exclude anyone in the process.

It was only one little email, but Wendy’s has dadmarketing’s highest Seal of Approval, and others should take lessons from them.

Wendy’s goal here wasn’t about hamburgers or the bottom line, but it all makes perfect business sense.

Well done, Wendy’s.