Lead agency: VMLY&R
In less than 2 months, Wendy’s will once again roast anyone asking for it on Twitter for the holiday they created, National Roast Day.
In true Wendy’s fashion, they offered their fantastic and witty roasts to those beyond their competitors which turned viral quickly.
After all of Wendy’s success virally roasting competitors like McDonald’s, people on Twitter were eager for their own roast, which Wendy’s delivered.
The hashtag #NationalRoastDay gained traction so quickly that it was the #1 trending topic on Twitter.
What I specifically love about this campaign was that it stayed true to the brand. Wendy’s brand tone has become extremely sassy through the years, with Wendy smashing fridges and providing witty comebacks to anyone challenging her.
Everyone loves when a celebrity or brand acknowledges you back on social media (or at least I do). This campaign approach brought people into the conversation, increasing Wendy’s engagement and making consumers feel like they are more connected with the brand.
Wendy’s didn’t discriminate with their roasts, roasting other companies, regular people, and of course, their biggest competitors.
Through this strategic marketing holiday created by the fast-food chain, Wendy’s had a 737% increase in Twitter mentions, further spreading the brand’s name and attracting new customers with its witty humor.
I am anticipating big things on January 4th, 2022 from Wendy’s this upcoming year. And I have a strong feeling Wendy’s won’t disappoint.
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