Industry News | September 30, 2014

Wendy’s Campaign Aims to Bring Good Barbecue to All

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Wendy’s launched the first in a series of #BBQ4Merica online videos to shed light on the barbecue inaccessibility cause, in celebration of Wendy’s limited-time BBQ Pulled Pork menu.

With support from actor and dancer Alfonso Ribeiro, actor and filmmaker Ralph Macchio, and pro wrestling Hall of Famer Steve Austin, Wendy’s is uniting Americans under one cause and hashtag #BBQ4Merica to help raise awareness of the “barbecuilly deprived” while providing access to quality barbecue with Wendy’s new BBQ Pulled Pork Sandwich, BBQ Pulled Pork Cheeseburger, and BBQ Pulled Pork Cheese Fries and choice of three sauces: sweet, smoky or spicy.

Ribeiro and Macchio, residents of the barbecue-deprived cities of Los Angeles and New York City, respectively, join Austin, a native Texan, in a melodramatic PSA-style launch video available on Wendy’s Facebook, Twitter, YouTube, and Tumblr. Wendy’s will be releasing individual videos of each of the three celebrities promoting one of the new BBQ Pulled Pork products over the next few weeks.

“I’m always looking for fun collaborations, and after hearing about #BBQ4Merica, I knew it was a cause I could get behind,” Ribeiro says. “I didn’t realize I was geographically underprivileged until I heard about Wendy’s new BBQ Pulled Pork and this hilarious campaign. I think people are going to love it.”

Recently, Wendy’s debuted BBQ Pulled Pork on its menu for a limited time, and it features hickory-smoked pulled pork on a sandwich, cheeseburger, and cheese fries. Taking cues from local barbecue spots, Wendy’s offers fans a choice of three custom-crafted sauces to fit consumers’ personal barbecue style.

“Wendy’s believes good barbecue should be a right for every American, not a privilege reserved for individuals living in the barbecue belt,” says Derek Detenber, Wendy’s vice president of brand marketing. “Our #BBQ4Merica campaign infuses nostalgia and humor into traditional cause campaign tactics to rally Wendy’s fans under a common platform and celebrate our great-tasting new BBQ Pulled Pork offerings.”

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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