Perennial fast food underdog Wendy’s just announced a full rebranding–but unlike recent Arby’s and American Airlines campaigns, this one will involve more than a slick new logo and an interior makeover. It will include a new tagline, an expanded digital presence and a more aggressive attempt to engage customers.

In July, for example, the chain launched an “info to go” app designed to help diners gauge the nutritional value of their favorite items and make healthier choices. This isn’t an unprecedented move: McDonald’s has the same sort of app in addition to a new one called “Mouth Off” which allows users to sing through that weird talking fish thing in another attempt to push Fish McBites.

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Toyota Shifts AOR Gears…

SHIFT Communications announced that Toyota has selected the award-winning firm as its primary PR agency in the Northeast Region, which includes New York, New England, Washington, D.C., and the mid-Atlantic states. The firm will also play a lead role in strategic planning for the brand, driving earned media with mainstream and social media outlets, and highlighting the motor company’s philanthropic and community relations programs.

“Toyota is a brand with deep roots in innovation,” said Todd Defren, CEO of SHIFT Communications. “That forward-thinking mindset is incredibly synergistic with SHIFT’s approach and we look forward to working closely with the team at Toyota to bring that same level of innovation to its communications.”

Two for One AOR…

The Morris + King Company announced that it has been retained by Arby’s Foundation, an organization dedicated to ending childhood hunger in America. Over the past 25 years, Arby’s Foundation has donated over $52 million to various charitable causes across the country. Their recent partnership with Share Our Strength’s No Kid Hungry Campaign is working to bring meals to more American children than ever before.

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Arby’s, a chain best known for focusing on roast beef instead of chicken or chuck and offering some decent curly fries, has decided to go big and mean after being bought out by Roark Capital Group in 2011.

The sandwich-maker just unveiled a new logo created by Crispin, Porter + Bogusky, Adrienne Weiss Corporation and Alcone Marketing. We have to agree with the folks at Brand New: the new look is both shinier and more generic than before, and its font makes Arby’s look like a software company. We liked the Western-style serif on the old logo, but maybe that’s just us.

The company also directed CPB to remake its advertising presence. The resulting spot was aggressive, knocking competitor Subway for slicing its meat out in middle-of-nowhere Iowa instead of right behind the counter as Arby’s apparently does (Iowans didn’t much care for this ad, by the way, and Arby’s had to pull it off the air). Will this line work? We’re skeptical.

The most surprising element of this advertising fail is the fact that the spots were directed by former Seinfeld scribe Larry Charles. Come on, guys: We’ve got the best possible Arby’s commercial for you right here.

It would be worth the royalties. Trust us.

The Sims Social, a new online game, is coming to Facebook.

Research over the past three months conducted by Women at NBCU’s Brand Power Index found that more women than men have at least one gaming app on their smartphone; 75 percent of women versus 67 percent of men. Women be gaming!

Moreover, the research showed that those brands that offered games during that time period saw a spike in their Brand Index score. For instance, Stouffer’s launched a game on Facebook, “Farmer’s Harvest” in Farmville, with promotions and moved up from number 363 to number 303.

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