September 30, 2014 // Franchising.com // DUBLIN, Ohio – Miami Beach, Cape Cod, Malibu: just a few of the geographically underprivileged places where millions of Americans don't have easy access to quality barbecue. Today, Wendy's® launched the first in a series of #BBQ4Merica online videos to shed light on the barbecue inaccessibility cause, in celebration of Wendy's limited-time BBQ Pulled Pork menu. Fans can view the video on Wendy's #BBQ4Merica hub: www.bbq4merica.com.
With support from actor and dancer Alfonso Ribeiro, actor and filmmaker Ralph Macchio and pro wrestling Hall of Famer Steve Austin, Wendy's is uniting Americans under one cause and hashtag – #BBQ4Merica – to help raise awareness of the "barbecuilly deprived" while providing access to quality barbecue with Wendy's new BBQ Pulled Pork Sandwich, BBQ Pulled Pork Cheeseburger and BBQ Pulled Pork Cheese Fries and choice of three sauces – Sweet, Smoky or Spicy.
Ribeiro and Macchio, residents of the barbecue-deprived cities of Los Angeles and New York City respectively, join Austin, a native Texan, in a melodramatic PSA style launch video available today on Wendy's Facebook, Twitter, YouTube and Tumblr. Wendy's will be releasing individual videos of each of the three celebrities promoting one of the new BBQ Pulled Pork products over the next few weeks.
"I'm always looking for fun collaborations, and after hearing about #BBQ4Merica, I knew it was a cause I could get behind," said Ribeiro. "I didn't realize I was geographically underprivileged until I heard about Wendy's new BBQ Pulled Pork and this hilarious campaign. I think people are going to love it."
Recently, Wendy's debuted BBQ Pulled Pork on its menu for a limited time, and it features hickory-smoked pulled pork on a sandwich, cheeseburger and cheese fries. Taking cues from local barbecue spots, Wendy's offers fans a choice of three custom-crafted sauces to fit consumers' personal barbecue style.
"Wendy's believes good barbecue should be a right for every American, not a privilege reserved for individuals living in the barbecue belt," said Derek Detenber, Wendy's Vice President, Brand Marketing. "Our #BBQ4Merica campaign infuses nostalgia and humor into traditional cause campaign tactics to rally Wendy's fans under a common platform and celebrate our great-tasting new BBQ Pulled Pork offerings."
All month long, Wendy's fans passionate about this cause can get involved by "sponsoring" their friends by tagging them on social channels using the hashtag #BBQ4Merica. Cause-supporters can use this hashtag on Twitter and Tumblr for a chance to win free giveaways*. Additionally they can sign Wendy's official online petition to the White House to ask for a Presidential Proclamation to make barbecue a National Dish of America. Join this noble endeavor to raise 100,000 signatures by October 19 and bring this savored dish the respect and title it deserves: http://wh.gov/ilDzm. Stop by the official #BBQ4Merica hub (www.bbq4merica.com) for more information on how to get involved.
On October 8, Ribeiro will join Wendy's to host a portion of the first-ever, 24-hour barbecue-themed Tweet-a-Thon. As a nod to old-school telethons, consumers can join the cause on Twitter using the hashtag #BBQ4Merica to band together to meet hourly goals and unlock surprises. Ribeiro will also respond in real-time to consumer tweets and act out specific barbecue-related requests.
*No Purchase Necessary. Ends 11/16/14. Open to legal residents of the 50 US and DC, 18+. Void where prohibited. For official rules, go to http://wendys.tumblr.com/bbq4merica-official-rules
Steve Austin is also participating in Wendy's public service announcements for barbecue-starved residents of Canada.
BBQ Pulled Pork available at participating Wendy's for a limited time.
The Wendy's Company is the world's third largest quick-service hamburger company. The Wendy's system includes more than 6,500 franchise and Company restaurants in the United States and 29 countries and U.S. territories worldwide. For more information, visit www.wendys.com or www.aboutwendys.com.
SOURCE Wendy's
Frank Vamos
614-764-8477
Frank.Vamos@wendys.com
Jenn Bins
404-879-9062
Jenn.Bins@ketchum.com