When Wendy’s launched their Pulled Pork BBQ Sandwich, they went straight for the smoky, saucy hearts of every pork lover in sight. The campaign even introduced a new “fragrance” — that unmistakable “just stepped away from the smoker” aroma that makes your coworkers think you grilled your lunch instead of grabbing it from the drive-thru.

SR. AD: Favio Moreno
ACD: Whitney Cates Amézaga
CW: Darrell Loden