Who Is Clara Peller? Clara Swerdlove was born in Imperial Russia in 1902 and spent her early years in Chicago after her family emigrated. She married William Peller at 20 and had two children before divorcing. Working as a manicurist for 35 years, she eventually moved near her daughter on the North Shore. At 80, Clara was discovered for her no-nonsense demeanor and unique voice in a Chicago barbershop commercial, leading to a contract as an actress.

Despite hearing impairment and emphysema, Clara Peller starred in memorable TV ads, notably as a cleaning lady for the Massachusetts State Lottery and in commercials for Wendy’s restaurant chain

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Wendys and “Where’s The Beef?”

The iconic Wendy’s commercial, airing from January 10, 1984, featured three elderly ladies at “Big Bun”, a fictional fast-food joint, where they’re served an oversized bun with a tiny patty. Clara Peller’s irate demand, “Where’s the beef?” became a national catchphrase. Sales soared 31% to $945 million in 1985, attributed to Peller’s impact.

Despite her pivotal role, Clara Peller earned modestly for her work. Wendy’s later terminated her contract over a perceived endorsement conflict with a spaghetti sauce ad. The fallout led to a sales decline for Wendy’s until they revamped their advertising with Dave Thomas, eventually recovering consumer interest.

The End of an Era

Despite leaving Wendy’s, Peller embraced her celebrity status, giving interviews and appearing on TV. She joked about her age, even confusing Social Security officials. She made cameo appearances on Saturday Night Live, Moving Violations, and Amazing Stories, among others.

Her daughter later wrote a biography about her, which inspired a musical. Peller’s grandson, Marlene’s son, is a pediatrician in Chicago.

Clara Peller passed away due to congestive heart failure on August 11, 1987, in Chicago, and is buried at Waldheim Jewish Cemetery.

Clara Peller Trivia

• Where’s the Beef?: Clara Peller’s iconic line “Where’s the beef?” became a cultural phenomenon in the 1980s, sparking numerous parodies and references across various media.
• Wendy’s Sales Surge: Following the “Where’s the beef?” campaign, Wendy’s experienced a remarkable 31% increase in sales, reaching $945 million worldwide in 1985.
• Wendy’s Short-Lived Campaign: Despite its massive success, the “Where’s the beef?” advertising campaign was relatively short-lived, showcasing the impact of effective marketing in a brief period.
• Clara’s Wendy’s Salary: Clara Peller initially earned $317.40 per day for her work on the first Wendy’s commercial. Despite her significant contribution to the brand’s success, her subsequent compensation from Wendy’s remained undisclosed.
• Endorsement Conflict: Peller’s contract with Wendy’s was terminated due to a perceived conflict with her appearance in a commercial for Prego Pasta Plus spaghetti sauce. This led to a legal dispute over endorsement implications.
• Cultural Impact: Clara Peller’s catchphrase transcended the advertising world, with former Vice President Walter Mondale even using it against a political rival during his presidential campaign in 1984.
• Post-Wendy’s Career: After her time with Wendy’s, Peller made several guest appearances on TV shows and movies, showcasing her versatility beyond the famous commercial.
• Legacy: Clara Peller’s legacy extends beyond her Wendy’s commercials; her life has been the subject of a biography and even inspired a musical titled “Clara and the Beef,” demonstrating her enduring impact on popular culture.

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