Wendy’s brings tough guys to tears with new Ghost Pepper range and campaign via Augusto

Wendy’s is cranking up the heat with its spicy new Ghost Pepper burger and accompanying campaign from Augusto.

Harnessing the heat of one of the hottest chili peppers in the world, Wendy’s new Ghost Pepper range comes with jalapeño infused pepperjack cheese, ghost pepper sauce, fresh jalapeños and a toasted jalapeño bun.

Out this week, the TV and online campaign features several staunch looking characters eating the burgers and demonstrates that while hot chilies can be like kryptonite to some people, they can turn even the toughest to tears.

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Says Joanne Hall, marketing manager, Wendy’s: “Spicy food can be polarizing but irresistible to some people. We wanted to have fun with that and the physical reactions elicited from eating hot chilies, drawing inspiration from videos posted online of people eating spicy food.

“Those who crave heat are always up for the challenge, but despite being delicious they can turn even the toughest and most staunch of us into a sniffling, blubbering mess.

“The idea was also to stand out from overseas concepted, locally adapted fast food creative in order to reach the target market – young males who are easily bored and always on the lookout for the next “new” thing.

While the product concept came from Wendy’s in the US, Hall says Wendy’s NZ is a locally-owned and operated business.

Adds Hall: “Unlike other QSRs, we are fortunate to have the freedom to develop our creative concepts based on local insights.”

Shot by Augusto at an Auckland-based studio, the talent featured in the campaign were chosen for their authentic ‘tough guy’ looks, with not an actual gang member or bikie in sight.

Hall says to expect more unique and disruptive content from Wendy’s in the future as its partnership with Augusto develops.

Agency: Augusto

Food stylist:  Angela Casley