In year five of its ongoing partnership, Fox Sports’ college football pregame show Big Noon Kickoff and Wendy’s have produced a new commercial featuring Big Noon Kickoff stars Mark Ingram, Matt Leinart, Brady Quinn, Urban Meyer and Rob Stone. 

This year, the partnership is focusing on Wendy’s Saucy Nuggs, which are chicken nuggets in various sauces, including ghost pepper, buffalo, garlic parmesan and honey barbecue. 

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In the spot, Ingram dives into a crowd of students who carry him over to a Wendy’s food truck to bring back saucy nuggs for the entire broadcast team. The spot was shot on-site at the University of Wisconsin, with students gathering to form the crowd, said Kevin McMahon, Fox Sports’ vice president, brand marketing and partnerships.

Even though Ingram is a Heisman Trophy winner and a NFL Pro Bowler, Fox Sports brought in professional stunt coordinator, Eddie Braun, to orchestrate the crowd leap (which was into a giant cushion, not an actual crowd). The students, and a few more stunt men, did the heavy lifting to get Ingram to his nuggs.

“With these programs, I try to create partnerships with a purpose,” said McMahon. “As we do sponsorships and our sales team does an amazing job on air, I try to amplify those partnerships off the TV screen.” 

That amplification includes co-branded Wendy’s and Big Noon Kickoff bags to help fans carry their 50-piece Saucy Nuggs out the door and over to their tailgate party; drive-thru signage with Fox Big Noon Kickoff branding at all 6,100 Wendy’s locations across the country; a $5 Big Noon Saucy bundle, which is sold through the Wendy’s app; and a Wendy’s food truck at select Big Noon Kickoff sites throughout the season.

Separately, Wendy’s brand ambassador DJ Khalid played a live show at the University of Central Florida’s Big Noon Kickoff against the University of Colorado on Saturday, September 28.  

The campaign runs on Fox from October 5 through December 6.

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