Dick Vitale, known for his colorful basketball commentary on ESPN, has been signed by Wendy's to push its Baconator and Son of Baconator burgers.

According to Sports Business Daily, Vitale will appear in television and radio ads that will air in seven markets in the Northeast region.

He will also appear in an online campaign with social media and digital components, and as part of a competition that will run through March Madness that gives fans the chance to win a lunch with Vitale at a Wendy's in their hometown.

A special website was created for the new promotion — ItsTheBaconBaby.com. It will officially launch on Feb. 25, which is the same day the Vitale-fronted campaign begins.

Wendy's Field Marketing Manager Ray Arruda told Sports Business Daily that the brand is hoping to appeal to consumers between the ages of 18 and 49, and to raise resonance with younger males.

Financial details surrounding the partnership were not disclosed.

Read more about marketing and promotions.

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