Wendy’s is cranking up the heat with its spicy new Ghost Pepper burger and accompanying campaign from Augusto.
Harnessing the heat of one of the hottest chili peppers in the world, Wendy’s new Ghost Pepper range comes with jalapeño infused pepperjack cheese, ghost pepper sauce, fresh jalapeños and a toasted jalapeño bun.
Out this week, the TV and online campaign features several staunch-looking characters eating the burgers and demonstrates that while hot chilies can be like kryptonite to some people, they can turn even the toughest to tears.
“Spicy food can be polarising but irresistible to some people,” says Wendy’s NZ marketing manager Joanne Hall.
“We wanted to have fun with that and the physical reactions elicited from eating hot chilies, drawing inspiration from videos posted online of people eating spicy food. Those who crave heat are always up for the challenge, but despite being delicious they can turn even the toughest and most staunch of us into a sniffling, blubbering mess.
“The idea was also to stand out from overseas concepted, locally adapted fast food creative in order to reach the target market – young males who are easily bored and always on the lookout for the next ‘new’ thing.”
While the product concept came from Wendy’s in the US, Hall says Wendy’s NZ is a locally-owned and operated business. “Unlike other QSRs, we are fortunate to have the freedom to develop our creative concepts based on local insights.”
No real bikies were harmed in the shooting of this ad
Shot by Augusto at an Auckland-based studio, the talent featured in the campaign were chosen for their authentic tough-guy looks, with not an actual gang member or bikie in sight.
Hall says to expect more unique and disruptive content from Wendy’s in the future as its partnership with Augusto develops.
And those of you who prefer your chili on the milder side, don’t despair, you can customise your burger’s level of heat by leaving out the hotter ingredients.
Wendy’s Ghost Pepper range is available for a limited time at all 23 Wendy’s restaurants nationwide and includes a beef burger, chicken burger and topped fries.
CREDITS
Agency: Augusto Auckland
Creative Director: Rich Robson
Creative Director: Matt Sellars
Film co: Augusto
Director: James Anderson
Producer: Brad Harvey
Editor: Corbin Beitelstein
Motion: Shaun Madgwick
Design: Lena Panaita
Food stylist: Angela Casley
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