DUBLIN Ohio Although it’s a little late to the game, Wendy’s has launched its first viral campaign with a video that targets young adults who consider themselves “Meatatarians.”
Avideo, playing on MySpace and YouTube, opens on a young man placing a Wendy’s Baconator on a kitchen countertop next to a head of lettuce. “Just watch, man,” he says to a friend who’s filming the scene. “I swear this happened the last time.”
Nothing happens for several seconds. Suddenly there’s a growling sound, and the lettuce leaps onto the burger and devours it.
To view the video, click here.
The video ends with a title card, “www.meatatariansunite.com.” Visitors to the site are greeted with an explanation: The Highly Esteemed Council of Meatatarians is an establishment of meat lovers whose goal is to eat meat, and only meat, without the inclusion of other non-meat products, while celebrating meat with the utmost regard.”
Kirshenbaum Bond & Partners of New York created the video. As Wendy’s enters viral marketing for the first time, it’s following in the footsteps of numerous restaurant chains, which long ago discovered that the tactic could reach the desirable younger demographic. Burger King paved the way in 2004 with its famous Subservient Chicken campaign.