Where's the Beef? It's B-a-a-a-ck

"Where's the beef?" has been a catchphrase for nearly 3 decades, since Wendy's famous TV and print ads in which actress Clara Peller examined competing burgers, looking for--well, the beef.

Now "where's the beef?" is back in a new round of Wendy's ads, this time for Dave's Hot 'n Juicy burgers. In this latest incarnation, "where's the beef?" is intended to suggest fresh quality as Wendy's battles its burger rivals, McDonald's and Burger King.

The Wendy's Web site is featuring founder Dave Thomas's quotes and his daughter's comments as well, linking the brand to its roots. At the bottom of the home page, Wendy's invites visitors to "be social" via the brand's Facebook, Twitter, YouTube, and MySpace pages. I wonder whether Dave Thomas would have been tweeting today . . . or making YouTube videos, the way Blendtec's CEO does with his famous "Will It Blend?" series?