Canadian Business News
July 27, 2007
Wendy’s Introduces Innovative Marketing Concept
As a major corporate sponsor of the Canadian Football League, Wendy’s International Inc., one of the world's most successful restaurant operating and franchising companies, with more than 6,300 Wendy's Old Fashioned Hamburgers restaurants in North America, has conceived a brilliant marketing campaign to elevate national sales of their new ‘Baconator’ burger sandwich.
Wendy’s has received permission from the CFL and will be working closely with television broadcasters CBC and TSN to replace the football seen on all live broadcasts with a computer generated image of a ‘Baconator’ burger. State of the art computer graphics will allow the CGI hamburger to fully replace the football used during the play of all CFL games for the rest of this season. The burger image can mirror the size and angle of any camera shot the broadcasters might have of the football while it is in motion or at rest between plays.
Dismayed by lagging sales early into this new product campaign Wendy’s spokesperson Laura Froese commented “This groundbreaking marketing strategy will set the benchmark for the future. We commend the CFL on their wisdom of allowing us to replace a small and seemingly insignificant item of the game with the most incredible edible burger on the streets of Canada. We feel ‘The Baconator’ will now be given the exposure to make it not only the best selling food product in the industry but may cement it’s place in Canadian Sports legend lore.?
Ms. Froese indicated plans are already in the works to digitally replace players helmets with Biggie Size soft drink cups and french fry containers, which will differentiate between the Home and Away teams.