Wendy’s is putting a meaty spin on one of Canada’s most-loved dishes with the introduction of BBQ Pulled Pork Poutine, a limited time offer designed to position the brand as a cut above its quick service competitors.
The poutine, which uses fries as a foundation for warm sauce, cheese curds, hickory-smoked pulled pork, and diced red onions, along with theBBQ Pulled Pork Sandwich and the BBQ Pulled Pork Cheeseburger, are available at Wendy’s restaurants until November 9.
A corresponding campaign, #PulledPork4Canada, employs a tongue-in-cheek PSA- style approach, and suggests that long-suffering Canadians who live outside the “barbeque belt” need look no further than Wendy’s for succulent BBQ pork.
Elements of the national campaign include TV, social, PR and digital. A similar campaign, #pulledpork4america, is running in the U.S.
A video airing on Facebook and You Tube stars wrestler Steve Austin (a native of Texas) who tells us that “barbeque privilege can distort your world’s view.” Austin goes on to praise the quick-service chain for bringing quality barbeque to “underserved Canadians” and positions Wendy’s as the go-to destination for “mouthwatering, barbeque pulled pork.”
Austin, along with Ralph Maccio (The Karate Kid) and Alfonso Ribeiro (The Fresh Prince of Bel Air) also appears in creative for the U.S. execution.
According to Brandon Rhoten, vice-president, digital, at Wendy’s International, the pulled pork items are a fun way of experimenting with new proteins, while at the same time, serve to elevate the brand by offering dishes not typically found on fast-food menus.
Wendy’s is in the process of re-vamping its restaurants to communicate a more modern look and feel to its customers, “a little less plastic and fast food,” said Rhoten.
Last year, more than 200 establishments across North America got makeovers, and the brand is on pace to transform 400 more by the end of 2014. Select locations have been outfitted with high ceilings, fireplaces, flat-screen TVs, new furniture and digital menu boards.
“You have to make sure your facilities meet people’s expectations. Wendy’s has always been a little bit upmarket, the quality of the food tends to be a little better, the beef was never frozen, and it’s always fresh,” said Rhoten. “So the way our restaurant views product is, we start with high-quality, and when we introduce something we feel fits that mold, and fits our cut-above mentality, we do so.”
“In this case, pulled pork was an opportunity to go a bit above and beyond with what you’d normally expect out of a fast food restaurant. Our brand is focused on everything being just a little bit better than what you’d expect from a normal QSR, and we think we deliver on that,” he added.
To further drive home the idea that delicious pulled pork is as close as your neighbourhood Wendy’s, the brand is inviting Canadians to become part of “Pulled Pork Nation.”
In exchange for a retweet or Facebook comment using #PulledPork4Canada, consumers are eligible for a chance to win BBQ Pulled Pork Prizes such as branded shirts, scarves and bracelets.
Wendy’s worked with VML and MacLaren McCann Canada on both creative and digital. MacLaren is also handing the media buy, and Ketchum is tasked with PR.
