It will be interesting to see how much market share the American burger chain Wendy's can steal, now that it's testing UK waters once more.
This ad at least gets it off on the right foot.
No gimmick, no clever word-play, no mind blowing graphic, but a simple message that I think will resonate with its audience.
His tedious profanity count means that I can only take Gordon Ramsay in small doses but having sat through his verbal assault on one admittedly clueless restaurant proprietor last week, the salty Scot's insistence on fresh food was front and centre.
If that message is being drummed into his considerable following week after week, then I fancy Wendy's is pushing at an open door with its simple ad.