Wendy’s New Zealand sought to help Kiwis during the cost of living crisis by offering Mates Rates deals – a range of meal deals at affordable prices from $7 – and promoted the initiative through a campaign called ‘Everyone’s Your Mate’ which leveraged the quick service outfit’s sponsorship of NRL side One New Zealand Warriors.
Developed by agency MetroEXP and Chemistry, the integrated campaign features Warriors’ stars Wayde Egan, Marata Niukore and Dallin Watene-Zelezniak appearing suddenly at the very sight of a Wendy’s with cheeky creative suggesting that even heroes become mates with Wendy’s.
The multi-channel marketing burst spans social media, digital advertising, in-store and point-of-sale elements, as well as video content. The campaign was spearheaded by a pair of spots, running from 27 February to 31 May, which both present the Warriors stars as your mates, pals, buddies, BFF and/or your posse who can help you share sweet savings with Mates Rates.
Wendy’s New Zealand CEO Danielle Lendich commented: “We know that times are tough – and we want to offer our customers delicious, fresh food at a price that won’t stretch their budget.”
“With the rising cost of living, many consumers are seeking convenient and affordable meal options,” explained MetroEXP Managing Partner Penny Wolhuter. “This campaign delivers that message with a few of the One New Zealand Warriors players in a fun and engaging way.”
The campaign was briefed in by and created for Wendy’s New Zealand CEO Wendy’s New Zealand Danielle Lendich with One New Zealand Warriors Partnership Manager Natasha Eady by a team at agencies MetroEXP and Chemistry which included Creative Director Matt Watts, Senior Art Director Greg Wylie, Managing Partner Penny Wolhuter and Senior Business Manager Kimberley Warren.
The spots were helmed by Director Calvin Sang with production handled by Eyes And Ears Production with Production Assistant Paige Taniora, DOP Will Prosor, Assistant Camera James Ashenden and Sound Assist: Peter Kraan, plus media was handled by Together.
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