990563 Dave Thomas Marks 10th Year As Wendy's Brand Icon

New York - Almost no one lives as long as Dave Thomas in the advertising world. Not Mr. Whipple, not the Maytag Repairman, nor real-life executives Colonel Sanders, Orville Redenbacher, or Lee Iacocca.

Marking his 10th year as TV pitchman for the nation's No. 3 fast-food chain, Thomas' grandfatherly, straight-forward demeanor has done well for Wendy's International Inc.

“It's amazing. Absolutely amazing,” Thomas said in an interview Tuesday on the set of a sound stage in New York's borough of Queens, where he was filming commercials numbers 652, 653, 654 and 655.

Of the 87 people working on the set, most have been around for the 10-year run, including the same extras, prop men, catering team and creative directors from Bates USA.

“It's kind of a big reunion,” Thomas said.

Thomas founded his Wendy's Old Fashioned Hamburgers restaurant chain in 1969, using his daughter's nickname and red haired, pig-tailed likeness for the logo. He retired as the chief executive officer in 1982, but was brought back for a “bridge” advertising campaign in 1989 while the company searched for something better.

“We just never found a reason not to do another (Dave) commercial,” said Don Calhoon, Wendy's senior vice president of marketing. Thomas has a recognition rating of over 90 percent.

On the set Tuesday, Thomas' 10-year run (and counting) was marked with a giant hamburger-shaped cake. On Wednesday, he will ring the bell to close daily trading on the floor of the New York Stock Exchange.

Although he has no plans to retire from his role as Wendy's TV burgermeister, Thomas acknowledges the job can be tiring.

“If it wasn't helping the company, I wouldn't be doing it,” he said. “But it's given me a platform to talk about other things.”

When he says “other things,” the main thing is his strong campaign to promote adoption. Adopted himself, Thomas has his own foundation, has served on presidential counsels and has worked to change public policy and improve judges' training on adoption issues.

Thomas's commercial pace exceeds popcorn maker Orville Redenbacher, who made 104 ads, Kentucky Fried Chicken's Colonel Sanders , who made 127 and Chrysler's Lee Iacocca, who filmed 60. In the fictional category, Mr. Whipple, of Charmin toilet paper fame, comes close, with more than 500 ads.

Wendy's has grown into an empire of more than 5400 Wendy's restaurants in 34 countries and territories and 1,500 Tim Hortons doughnut shops. Two months ago, the company's stock hit an all-time high at $30, and on Tuesday Calhoon said Wendy's set four consecutive weekly records for sales volumes.

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