The backlash was heard immediately on CTV News after it was anonymously revealed LaFlamme’s decision to stop dying her hair and let it go gray naturally was a point of contention with management. Although CTV denies that LaFlamme’s follicles were not the reason for her departure, many people across Canada, especially older women, have cited sexism and ageism in the workplace. And now, Wendy’s Canada has followed suit. Just a few hours ago, Wendy’s shared a post on their Twitter account with the caption “why a [star emoji] it is one [star emoji] regardless of hair color,” with the hashtags #LisaLaFlamme and #NewProfilePic. Because a ⭐️ is a ⭐️ regardless of hair color. #LisaLaFlamme #NewProfilePic pic.twitter.com/g7i7kqwYrw — Wendy’s 🇨🇦 (@WendysCanada) August 25, 2022 The photo shows the iconic Wendy character in gray braids, a sign of solidarity. Comments on the post show a wide range of approval from Canadians, with one commenter stating that in 2022 Wendy would have gray hair now too. This move by Wendy’s comes after Dove Canada launched a campaign a few days ago encouraging people to change their profile picture to grayscale to draw attention to ageism in the corporate world. But unlike Dove, which made no mention of the name and says the campaign is not “targeted” at Bell Media, Wendy’s is effectively rejecting LaFlamme’s name. But this PR campaign leaves me with a few questions: Will it be a permanent logo change? What does Wendy have to gain to show support? Does this really help LaFlamme at all, other than to draw more attention to her extremely unfair situation? Will Son of Baconator’s sales soar in Canada? Fearful! Today is a good day to treat the entire Frostys office… — Elana Lamesse (@ElanaLamesse) August 25, 2022 “Wendy’s Night in Canada!” Read a reply to the tweet. @BellMediaPR That’s a good look. Fire a woman because she got old while working for you? Not a good look. #bellletstalk — Mike Purdy (@MichaelGPurdy) August 25, 2022 Just like with Dove, people on social media are asking if Wendy’s has pulled their ad from Bell Media — a move that could carry more weight and impact. Did this affect your ad purchase with CTV? — Dónal O’Beirne 🇺🇦 (@DonoYEG) August 25, 2022 Any way you look at it, one can argue that Wendy’s does a lot more than some companies to support and shows the nation how good PR can work.