Auckland creative production agency Augusto has confirmed earlier informal reports that it’s won the Wendy’s account – without a pitch. The incumbent was Image Centre.
“The move became effective on May 1, and we are already hard at work,” says general manager Oliver Sealy.
“We’re excited to be taking on an international brand with a 27-year history of making great burgers in New Zealand, and are looking forward to helping Wendy’s stand out in a cluttered QSR market.”
Augusto creative directors Rich Robson and Matt Sellars said: “We’re extremely proud to have won an account like Wendy’s. They’re a brand with somewhat of a cult following here in New Zealand, and with their appetite for disruptive work, we can’t wait to help them grow the brand further.”
Wendy’s marketing manager Joanne Hall says the move came down to content creation and creative, and Augusto’s ability to deliver for the locally-owned burger chain.
“In our initial dealings with Augusto on a video project we were impressed with their fresh thinking, passion and production credentials. So when they put their hand up to become our creative agency partner and not just our production agency, we felt this would be a great boost for the Wendy’s brand.”
Launching this week, Augusto’s first campaign for the burger chain leverages the “unavoidably delicious mess” that results from eating one of its new BBQ pulled beef burgers.
As part of the campaign Wendy’s has partnered with Mr Vintage to create a range of “tongue-in-cheek, messy yet stylish” camo attire to help hide the inevitable mess that comes from nomming one of its new burgers.
A TVC (scroll down) shot by Augusto also features Vodafone Warriors players Matt Allwood, Blake Ayshford, Jeff Robson and Ali Lauitiiti getting messy in support of the campaign.
Describing itself as a multi-disciplinary creative production agency, Sealy says Augusto’s work spans online, advertising, film, design, entertainment and technology, but it’s the new technology and sports projects getting them noticed of late.
In particular, their Haka 360˚ experience project for AIG has won several international awards to date. For this Augusto created a VR experience through which fans could experience the iconic pre-game ritual in 360˚ as if on field with the team.
A 360˚ live streaming activation for Samsung at music festival Auckland City Limits has also garnered media attention.
Wendy’s had previously worked with Image Centre Group and its subsidiaries &Some and The Collective. Wendy’s Hall says relationships with the company’s existing media buyers and PR agency Switch PR will remain the same.
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