US fast-food restaurant Wendy's has appointed an agency roster to support its launch into the local market.

WPP's VML has been named as the business' lead strategic and creative agency in Australia, supported by indie full-service agency, Today the Brave.

Chief transformation officer for franchiser the Flynn Group, Lauren Leahy, said: "Wendy’s has been working closely with VML as its lead strategic and creative agency, as well as global strategic communications agency, Burson, and full service creative agency, Today the Brave."

 Creative partner at Today the Brave, Jade Manning, said: "We are incredibly excited to welcome Wendy's on board and can't wait to see where we can take the brand, bringing their unique personality to life within Australia. They've built a reputation for outstanding creative, all driven by their unmistakable tone of voice."

It comes after the opening of Wendy's first Australian store in Surfer's Paradise last month. The fast-food giant signed a franchise agreement with the Flynn Restaurant Group in 2023 to develop 200 Wendy's stores in Australia by 2034.

At the time, President, International and Chief Development Officer of The Wendy's Company, Abigail Pringle, said: "Australia is a strategic market for long-term growth for Wendy's. Flynn Restaurant Group has incredible experience in the restaurant space, and we are thrilled to expand our relationship with them. They have a strong leadership team, great culture, vast industry knowledge, success with our brand in the U.S., and we are confident that Flynn Restaurant Group is the right partner to unlock growth for Wendy's in Australia."

Updated 10/02/2025: A previous version of this story contained a statement from a VML spokesperson, which has been removed at the request of the agency.