food

Wendy's Runs Faux Cause Campaign For Pulled Pork

by Karlene Lukovitz , October 5, 2014

Wendy's is promoting its new, limited-time barbequed pulled-pork menu items with a faux cause marketing campaign that includes PSA parody videos, a 24-hour "tweet-a-thon," a UGC-driven sweeps and a White House petition.

The videos for the elaborate campaign, dubbed #BBQ4Merica, feature actor/dancer Alfonso Ribeiro, actor/filmmaker Ralph Macchio and pro wrestling Hall of Famer Steve Austin making tongue-in-cheek pleas for Americans to help stop "barbeque inaccessibility."

Macchio, for instance, notes that he has experienced life in one of the "obscure, outlying territories" without access to quality BBQ: "a place called New York City."

The first video is posted on YouTube and a dedicated campaign Tumblr site, bbq4merica.com.

In a sweepstakes, fans who become followers of Wendy's on its Twitter or Tumblr site, and use the hashtag #BBQ4Merica to submit BBQ pork-themed texts, photos or videos, may win campaign-branded items like tank tops and temporary tattoos, as well as have their entries posted on the campaign site.

Fans can also win chances for prizes by "sponsoring" their BBQ-deprived friends by tagging them on Twitter or Tumblr using the campaign hashtag.

During the 24-hour tweet-a-thon on Oct. 8, hosted by Ribeiro, consumers can use the hashtag to help Wendy’s meet hourly goals to unlock content (celebrity cameos and interactive skits) and earn more chances to win giveaways.

In addition, consumers are being encouraged to help make barbecue the official “National Dish of America” through a White House petition.

The petition, which was posted on Sept. 19, was showing under 300 registrants as of Oct. 3. Wendy's is shooting for 100,000 sign-ups by Oct. 19.

brand marketing, campaigns, fast food, food, video

2 comments about "Wendy's Runs Faux Cause Campaign For Pulled Pork".

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Scott Howard from SCLOHO, October 6, 2014 at 9:09 a.m.
While this is clever and creative, it is an incredible waste of both and money because it is a temporary campaign for a limited time promotion.
Wendy's needs to focus on their core products and strengths instead of diluting their message and brand.
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Krista Niess from MKT, October 6, 2014 at 9:07 p.m.

I think that this is a very smart campaign idea, it is sparking interest and it is targeting the right audience. They are using social media and other platforms to gain attention for this new product. I think by using different channels of communication like YouTube, tumbler and twitter it allowing people to hear about the product when they normally wouldn't have. I do think that this kind of attention and campaign for a product though should be placed on a product that makes Wendy's a success. When I think of Wendy's I don't think of BBQ, but maybe that why they are doing this entire campaign to bring BBQ to Wendy's. I do think that this would be most beneficial if it was used on a product that was not just a limited edition item on their menu. Another interesting aspect to this campaign they are doing is the interaction they want you to have with the white house, this takes a completely different role than any other fast food marketing strategies. This campaign shows the importance of interaction with companies but also interaction with the white house and showing their audience that they really do have a voice. I really like this marketing strategy that Wendy's is taking, I think everyone was getting tired of the girl with the red hair named Wendy.