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AUCKLAND, Monday: Wellesley St-based hybrid creative agency/production shop Augusto has launched a “cheeky” Wendy’s campaign for the new Karaage range-fried chicken.

Augusto CD Rich Robson said: “Karaage outranks the competition. So in typical Wendy’s style, they’ve enlisted a ‘more seasoned’ veteran as ambassador of the campaign – Brigadier General Sanders (a Texas National Guard retiree who was one rank higher than The Colonel).

“We set out on a global hunt to cast someone who could outrank The Colonel himself. Scouring the world, the team found US veteran, Brigadier General Steven Sanders who was more than happy to endorse the product and make the trip out to New Zealand for the campaign.

“For too long there’s been one main ambassador of fried chicken in New Zealand. So with the launch of Wendy’s new Karaage range, we felt it was about time we introduced another, more superior endorser of fried chicken.

“The campaign – developed with Together Media – runs across TV, outdoor, digital, radio, and print.”

“In his lower-ranking Colonel days, Steven Sanders got a lot of stick from his troops, so it’s great to help him have the last laugh.

“Appearing from today across TV, outdoor, digital, radio, print and other cheeky media placements developed with new media partner Together Auckland, this campaign truly showcases Augusto’s creative strengths and demonstrates we are not afraid to take risks, be it with a little lighthearted humour.

Wendy’s ceo Danielle Lendich said: “Augusto are great to work with, they always come up with ideas that cut through the clutter of our deep pocketed competitors and we always have a bit of fun in the process.”

Augusto began working with Wendy’s in 2016. Previous campaigns with the brand include Ghost Pepper, Bacon Rehab, & Across the Border.


Wendy’s CEO: Danielle Lendich
Agency/Production Company: Augusto
Creative Director: Rich Robson
Creative Director: Matt Sellars
Director: Tom Furniss
Client Service Director: Tammy Milani
Senior Account Manager: Victoria Heneghan
Creative: Mitch Crowe
Creative: Marissa Schmidt
Producer: Simone Goulding, Deane O’Connor
Editor: Richard Lorde, Emma O’Connor
Design: James Davison
Design: Nina Vasiljevic
Sound Design: Amy Barber
Colour Grade: Pete Richie, Kat Blair
DOP: Ollie Harris & Tim Armstrong

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