Wendy’s sends bacon lovers to bacon rehab in new Baconator Burger campaign via Augusto

Wendy’s via creative agency Augusto, has released its latest campaign for Wendy’s new range of iconic Baconator burgers. Included in the range is the addition of a new burger – The Ultimator, which comes loaded with bacon jam, bacon ketchup and baconnaise on top of four slices of thick-cut Manuka smoked streaky bacon.

And because of the scientifically-proven, addictive properties of bacon, a burger with more bacon than ever before gave Augusto cause for concern.

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So, it turned to some of Wendy’s biggest bacon-obsessed Facebook fans and surprised them with a staged bacon rehab session in an effort to help them reconnect with bacon responsibly.

Says Matt Sellers, joint-CD, Augusto: “Our unsuspecting talent thought they were attending a simple taste-testing session, so we had no idea how they were going to react. They were great sports though and really embraced their inner bacon demons.”

Says Rich Robson, joint-CD, Augusto: “The world seems obsessed with bacon, especially Kiwis, so we thought it was about time we sent them to rehab. Off the back of several irreverent campaigns, we’re thrilled to continue our growing partnership with Wendy’s in creating brave, content-led work.”

Says Danielle Lendich, CEO, Wendy’s NZ: “Baconator extensions are something we do fairly often so we were looking for new and exciting ways to tell our story as well as new media to get the message across. We were presented with some really creative ideas for both the campaign and the media and I am really excited to see it all come to life.”

From bacon confessions to Rorschach testing, the amusing campaign is set to play out via Wendy’s social channels, across Snapchat and Spotify as well as on traditional TV over the campaign period.

Agency/Production Company: Augusto

CEO: Danielle Lendich