Wendy's social media team started publicly and savagely roasting their competitors and customers on Twitter, building one of the most followed and engaged fast food accounts in history.
The Full Story
In 2017, Wendy's brand team made a decision that most corporate social media managers would be fired for: respond to everyone — including trolls — with devastating wit. When someone said McDonald's was better, Wendy's went at them. When Burger King launched a new product, Wendy's was already drafting the takedown tweet. Within months, following Wendy's Twitter was a cultural event.
Why It's Crazy
Publicly attacking competitors and insulting customers violates every rule in the corporate social media playbook. Wendy's not only got away with it — they won awards for it and gained millions of followers doing it.
The Strategy Behind It
Be the most entertaining thing in your audience's feed, even if that entertainment comes at the brand's expense occasionally. The strategy worked because it was genuinely funny (not try-hard funny), totally consistent in voice, and matched Wendy's 'fresh, never frozen' brand positioning.
The Results
Became the most followed fast food account on Twitter. Organic engagement 100x the industry average. Most effective social media brand campaign 2017–2018. Launched 'National Roast Day,' which still runs annually.
Steal This Idea
What's the brand voice equivalent of 'too much'? Some brands could lean into being blunter, funnier, or more opinionated than they currently are. The key: be consistently witty, not just mean. The wit is the brand; the edge is just the vehicle.
Campaign Details
- Industry
- Food & Beverage
- Budget
- Low (Under $10K)
- Era
- 2010s · 2017
- Views
- 59,400
- Brand Size
- Enterprise
More Campaigns Like This
Browse all →Burger King's Moldy Whopper
They showed their flagship burger rotting over 34 days. On purpose. In a global campaign.
Dollar Shave Club: Our Blades Are F***ing Great
A $4,500 launch video that beat Gillette's entire marketing budget in cultural impact.
Blendtec: Will It Blend?
A marketing director spent $50 blending marbles and turned an unknown brand into a YouTube legend.