News

Wendy's recognizes agency with field media excellence award

October 16, 2013

The Wendy's Co. has selected Ron Foth Advertising of Columbus, Ohio, as the national winner of its inaugural Advancing Field Media Excellence award. Foth earned the honor for the agency's "It's the Bacon, Baby" campaign, featuring ESPN college basketball analyst Dick Vitale in support of the Baconator cheeseburger.

According to a company news release, the AFME award is a new component of Wendy's efforts to elevate emphasis on strategic thinking and thought leadership aimed at the store level. It will be given annually to agencies that create outstanding marketing and media plans and achieve great results.

As part of the review process, Wendy's selected regional winners from across the country. Foth was selected as the north region winner, before being selected as the national winner for its concept, strategy, consumer understanding and results of the "It's the Bacon, Baby" campaign. The agency produced television and radio commercials, in-store signage, digital elements, ringtones and other applications featuring Vitale with the Baconator.

Leveraging Vitale's 500,000-plus Twitter followers, the social media discussion began months ahead of the start of the promotion and continued to build until the end. The campaign aired throughout the Northeast in March 2013 and included an online microsite/contest where consumers could register to win a Baconator lunch with Vitale, along with $5,000.

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