How should brands address hot-button issues – if at all?

In the weeks since CTV news anchor Lisa LaFlamme’s dismissal, a handful of brands have taken a stand in their marketing.

Wendy’s Canada and Dove Canada are the most prominent companies to address directly or indirectly LaFlamme’s exit, which reportedly may be linked to a case of ageism in the workplace.

Media reports have tied LaFlamme’s ouster from Bell Media to her decision to stop dying her hair during the pandemic.

Wendy’s Canada responded by changing their social media profile picture from the iconic red-haired girl in pigtails to a grey-haired, blue-toned girl.

“Because a star is a star regardless of hair colour. #LisaLaFlamme,” the company tweeted.

But was this a good PR move from the brand?

The president of a marketing agency in Edmonton says Wendy’s chose a very polarizing topic to market themselves, and that could ultimately hurt their brand.

“Yes, I do think you need to make a stance at times but you have to truly evaluate your audience and whether you’re going to offend your target audience and your followers,” said Peter Kmech, the president of Creative Promotional Marketing Agency.

“It’s risky, and from my standpoint, I wouldn’t have taken that risk.”

Online, social media reaction was mixed – as always. Some users supporting Wendy’s stance, with others claiming they would no longer return to the fast-food chain as a result.

Wendy’s Canada doubled down in response to a Twitter that it should “keep your politics to yourself.” Wendy’s tweeted back: “This has nothing to do with politics,” with a sassy GIF attached saying “OK, bye!”

This has nothing to do with politics pic.twitter.com/OFSNI5gKFl

— Wendy's ???????? (@WendysCanada) August 25, 2022

Pamela Muñoz, the founder of PR Consult, says the company is taking a stand for something it believes in.

“In this case, I think Wendy’s has been able to start the conversation and stand on behalf of making sure that non-discriminatory behaviour continues at a corporate level,” said Muñoz.

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RELATED:

• Open letter to Bell says LaFlamme ousting shows sexism, ageism women face at work
• Head of CTV News taking leave after backlash from LaFlamme dismissal
• Bell Media launching workplace review following ouster of Lisa LaFlamme

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Meanwhile Dove Canada’s recent #KeepTheGrey campaign has not explicitly been tied to LaFlamme, but Muñoz feels the timing is a little too coincidental.

Dove tweeted: “Age is beautiful. Women should be able to do it on their own terms, without any consequences.”

But the company said: “The campaign was launched in response to the widespread national conversation about grey hair and ageism in the workplace, and that it was not intended to be directed any one situation or organization.”

Looks beautiful, Wendy! #KeepTheGrey https://t.co/vwtLbh5P4G

— Dove Canada (@DoveCanada) August 25, 2022

Muñoz says even if it wasn’t their intention, the timing is very on brand.

“What I have seen from Dove in the past, they have very inclusive campaigns,” she said. “They talk about body positivity in different countries, they talk about activities around going grey and embracing the silver, which for them is very on brand.

“For Wendy’s, not quite as on brand, but an opportunity to be part of the discussion.”

CityNews reached out to Wendy’s Canada for their response but did not immediately receive a response.

For other brands looking to make smart marketing decisions in the future, Kmech offered some advice.

“Cleverness is something that is like creativity,” he said. “It’s difficult to acquire but when it’s done right, you can create that following that you need or create that result that you’re trying to achieve.”