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[4/30 Update: Morgan Smith Goodwin returns in new spots for side dishes and late-night dining. See them here.]

Wendy’s is using “Now That’s Better” as a new advertising tagline, succeeding “You Know When It’s Real,” which has run since October 2009.

The slogan appears this week in a new TV spot from agency Kaplan Thaler Group, New York, promoting Wendy’s Spicy Guacamole Chicken Club sandwich. The commercial features an attractive young red-haired woman (actress Morgan Smith Goodwin) who is not identified as being “Wendy” but who still may have a recurring ad role. President-CEO Emil Brolick has said the chain’s marketing needs distinctiveness and continuity

In a March 1 earnings call, Brolick told analysts, “The fact is that too many consumers don’t have top-of-mind awareness of what makes Wendy’s better and what makes Wendy’s different. We also see a distinct opportunity to create a consistent look, tone and feel for our advertising that will become synonymous with the Wendy’s brand.

“We are creating an original campaign that ties all the elements together with a unique look, tone and feel. So when consumers see it, they will say that that’s Wendy’s advertising,” he added.

As Wendy’s new campaign develops it is expected to include brand-image-building components as well as product-sell elements. Taking a thinly veiled dig at rival McDonald’s, Brolick also said that others are “featuring how they’re sourcing produce or how they’re sourcing beef or a variety of things” despite not having “legitimacy or authenticity” to do so.  Brolick said that an important piece of the campaign beginning this month will be “sharing what makes us different and what makes us better.”