Hard to say, easy to eat

EditorTVCs, News Make a Comment

Vodafone Warriors Manu Vatuvei, Jacob Lillyman, Konrad Hurrell and Dane Nielsen are helping Wendy’s launch a new burger with a TVC playing on our struggle to pronounce foreign words.

Hard to say, easy to eat – Wendy’s new Portabella Mushroom on Brioche burger launches this week with a French-style brioche bun developed in conjunction with local artisan breadmakers Pandoro.

“They’re soft, buttery and made by hand with real eggs and butter,” says Wendy’s New Zealand senior brand manager Joanne Hall. “The gourmet bun is like those popping up at trendy Auckland eateries including Burger Burger, Masu and Cassia, but at a quick service restaurant price.”

Created by the hamburger chain’s Auckland agency &Some, the media campaign taps into the “universal struggle people have with pronouncing foreign words correctly”.

The ads show Vatuvei, Lillyman, Hurrell and Nielsen struggling to pronounce the word ‘brioche’, before tucking into the flavoursome burgers.

Filmed by &Some’s digital division OnDigital and shot on location at the Vodafone Warriors training gym at Mt Smart Stadium, the 30sec and 15sec TVCs air on TVNZ and SKY TV went on air yesterday.

“Utilising the Vodafone Warriors family as our spokespeople allowed us to have to some fun with the different ways to say the word ‘brioche’,” said Hall.

“It also allowed us to communicate that while the Portabella Mushroom on Brioche might be a fancy sounding burger, it’s still very attainable and appealing to everyone – regardless of how you say it.”

Hall says Wendy’s sponsorship of the Vodafone Warriors has now passed the six-year mark and is still going strong. “We are very much committed to being part of the Warriors family.”

The latest in Wendy’s bread innovation line-up, the brioche follows the launch of the hugely popular pretzel bun lauded by U.S. industry source Burger Business as the “most talked about burger bun” and “most important burger” of 2013, and by QSR Magazine as 2013’s “it” ingredient.

With the pretzel now off the menu for the time being, Wendy’s New Zealand CEO Danielle Lendich believes Kiwis will love the brioche even more.

“This is a really premium, artisanal burger, loaded with flavour and fresh, quality locally sourced ingredients.”

The gold standard of hamburger buns, says Lendich, the brioche features a soft rich dough and delicious moist texture.

“The odd upmarket eatery or burger joint is doing the brioche here, but we’re taking ours nationwide and serving it at a competitive price.”

The Portabella Mushroom on Brioche is available at Wendy’s restaurants nationwide for a limited time starting at $8.90 for beef or $9.90 for chicken.


Creative Director: Andrew Nalder
Senior Account Manager: Sarah Ritchie
Producer: Cat Kay
Director: Clinton Phillips
Camera: Gregoire Aubourg
Gaffer: Blair Teesdale
2nd Camera: Fauze Saad
Sound: Phil Donovan
Hair/Make-up: Jessie Wright
Food Stylist: Chris Storer
Editor: Fauze Saad

Share this Post