Wendy’s and GoPro Show Us Where Lettuce Comes From

The latest fast-food CSR campaign.

Wendy’s somehow managed to combine two big trends in its latest marketing campaign: GoPro cameras mounted on various things and fast-food chains catering to customers who aren’t sure whether they should be eating at fast-food chains.

The video, titled “Wendy’s Romaine Lettuce Journey” and released at the end of last week, shows off the GoPro technology by giving us a dirt-eye-view of the green stuff’s travels from farm to plastic container to (almost) the front seat of your car:

Maureen Morrison of AdAge reports that the video, created by WPP agency VML, is part of Wendy’s new attempts to distance itself from rivals by focusing on what happens between the farm and the rhetorical table.

As more chains try to catch up with Chipotle, the competition over authenticity and catering to consumers’ health needs will only heat up: see, for example, Burger King’s decision to take sodas out of its Kids Meals, McDonald’s decision to phase out antibiotic-fed chickens, and the latter’s convoluted attempt to explain all the ingredients in its french fries.

This is a pretty good entry from Wendy’s, but our minds tend to wander toward the path of the pig that provided the bacon covering that Caesar salad.

More importantly, will all this exposure help reverse GoPro’s stock drop?

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.