Colonel who? Augusto introduces the new ambassador of fried chicken

In light of their new karaage range of fried chicken, Wendy’s have partnered with Augusto to launch a competitive campaign that is set to trigger their fast-food nemesis.

As KFC’s ‘Colonel’ has been New Zealand’s fried chicken ambassador for what feels like forever, it was about time to introduce a fresher, more superior ambassador to represent the holy delicacy that is fried chicken.

Introducing, Brigadier General Sanders, the Texas National Guard retiree that served one rank higher than Colonel and is now the ambassador of Wendy’s. Suck it Colonel Sanders.

Augusto’s creative director Rich Robson and his team began the process of the campaign with the challenging task of finding an ambassador who could outrank ‘The Colonel himself.’ After searching the world, the Augusto team found Sanders who was more than happy to fly to New Zealand and endorse the product.

“In his lower-ranking Colonel days, Steven Sanders got a lot of stick from his troops, so it’s great to help him have the last laugh,” says Robson.

Wendy’s have even gone as far as to include their OOH advertising right above a KFC restaurant.

Augusto’s client service director Tammy Milani says the team at Augusto have done an incredible job at taking on giant for the campaign, however, could not have pulled through without a like-minded client like Wendy’s.

“We are so lucky to have a client like Wendy’s that are not afraid to push the boundaries to tell great stories, and of course sell plenty of burgers along the way.”

Wendy’s CEO Danielle Lendich agrees that the partnership has been a breeze.

“Augusto are great to work with, they always come up with ideas that cut through the clutter of our deep pocketed competitors and we always have a bit of fun in the process.”

Showcased across multiple platforms, the campaign represents Augusto’s creative strengths and demonstrates they are not afraid to take risks, even if it’s challenging KFC’s Colonel.


Wendy’s CEO: Danielle Lendich
Agency/Production Company: Augusto
Creative Director: Rich Robson
Creative Director: Matt Sellars
Director: Tom Furniss

Client Service
Director: Tammy Milani
Senior Account Manager: Victoria Heneghan
Creative: Mitch Crowe
Creative: Marissa Schmidt
Producer: Simone Goulding, Deane O’Connor
Editor: Richard Lorde, Emma O’Connor

Design: James Davison
Design: Nina Vasiljevic
Sound Design: Amy Barber
Colour Grade: Pete Richie, Kat Blair
DOP: Ollie Harris & Tim Armstrong

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