Wendy’s cheers on Warriors

The Wendy’s hamburger chain is extending its six-year sponsorship of the Vodafone Warriors for another three seasons.

New Zealand chief executive Danielle Lendich says the relationship began in 2008 and progressed to an on-kit sponsor in 2011. 

Wendy’s has so far promoted its involvement through a Vodafone Warriors burger, various in-store promotions and TV commercials featuring selected players. 

The latest TVC sees Manu Vatuvei, Sam Tomkins, Ben Matulino and Charlie Gubb ham it up in a tongue-in-cheek ad promoting the new Holy Guacamole range of guacamole-based burgers and nachos. 

A take on the 1974 satirical western movie Blazing Saddles, the players don Mexican and cowboy attire and fake accents, helped along by props including a fake cacti, campfire and ranch backdrop. 

Not so silly is Wendy’s continuing knack of capitalising on food trends – this time with Mexican and South American flavours, Ms Lendich says..

The Holy Guacamole range features Jalapeno Beef, Spicy Chicken and Homestyle Chicken burgers and side- or snack-sized nachos with handmade guacamole, tomato salsa, locally made corn chips and “just the right amount of heat,” she says.

Wendy’s is a family-owned business that franchises from the global Wendy’s Company – the world’s third largest burger business – and its head office still sits above the original Te Atatu restaurant in West Auckland. 

Ms Lendich took the reins from parents Danny and Dianne Lendich some 15 years ago.

The company employs more than 550 staff and has 21 restaurants throughout the North Island and in Christchurch. 

New outlets are scheduled to open next year in Dunedin and Hereford St, Christchurch (which is reopening after the 2011 earthquake destroyed the original store).