BURLINGTON, Ont. — Wendy’s launched a new limited-time burger — the Bacon Mozzarella Burger, which features Applewood smoked bacon, mozzarella cheese, sliced red onions, spring mix and a garlic-parmesan cheese spread on a toasted garlic brioche bun.
The launch was celebrated with the release of an exclusive new track from indie rock band American Authors called “Right Here, Right Now.” Earlier this week, Wendy’s posted a video featuring the track to its Facebook and Twitter pages.
The new menu item is supported by an integrated marketing campaign focused on engaging fans across channels and platforms. In addition to the video, the campaign features Instagram and YouTube posts featuring Wendy’s Bacon Mozzarella Burger in unpredictable settings, such as falling in a mid-air skydive and sitting at the centre of a car spinning donuts.
The American Authors partnership is also uniquely integrated into video spots for the Bacon Mozzarella Burger, which feature semi-hidden references to the band, including a concert poster and the band’s new album cover.
