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Quick Summary
- Savage social strategy. Wendy’s turned up the heat on Twitter, roasting competitors and fans alike with razor-sharp wit.
- A recipe for engagement. The fast-food giant cooked up millions of likes, retweets, and shares, making their brand the talk of the digital town.
- From tweets to receipts. The campaign racked up millions of likes and shares, boosted sales, and solidified Wendy’s as the king (or queen) of social media marketing.
Wendy’s went from flipping burgers to flipping the script on brand engagement. Their “Roast” campaign was a masterclass in social media domination, proving that a well-seasoned Twitter feed can serve up serious business results. With a mix of humor, authenticity, and just the right amount of spice, Wendy’s redefined what it means to connect with customers online.
Background
Wendy’s has always prided itself on serving “fresh, never-frozen” beef. But in 2017, on Twitter, they weren’t just serving burgers—they were serving burns.
The fast-food chain had already built a reputation for quality food, but their marketing strategy needed a refresh. In a sea of corporate accounts playing it safe, Wendy’s decided to shake things up.
They took to Twitter with a bold, sassy, and downright savage persona, giving their brand a much-needed edge in the competitive fast-food world.
McDonald’s wasn’t the only target. (Source)
Campaign Overview
It all began in January 2017 when a Twitter user asked Wendy’s how they keep their beef fresh. Wendy’s responded, “Where do you store cold things that aren’t frozen? I’ll wait.”
From that day on, while other brands posted promotional content, Wendy’s started conversations. And by conversations, we mean merciless roasts that left the internet in stitches.
They fired off witty responses to customer tweets, threw shade at competitors (especially McDonald’s), and declared National Roast Day an annual holiday. It quickly became a social media event where no one was safe.
The internet loved it.
Some iconic moments from the campaign:
- A Twitter user asked Wendy’s where they could find the nearest McDonald’s. Wendy’s replied with a trash can emoji.
- A fan tweeted, “Roast me.” Wendy’s responded, “Get one of your 51 followers to roast you instead.”
- When someone inquired, “How much does a Big Mac cost?” Wendy’s responded, “Your dignity.”
- T-Mobile requested a roast from Wendy’s, asking for a “10 piece spicy nugget roast.” Wendy’s responded, “10 pc for 1 bar seems like a bad trade.”
- When Pepsi asked for a roast, Wendy’s replied, “We’d roast you, but turning sugar water into revenue is your job.”
The roasts were relentless, the humor was sharp, and the engagement skyrocketed. Suddenly, Wendy’s became a social media legend.
The campaign was so popular in its first year that In 2018, Wendy’s created their own holiday: National Roast Day on January 4. On this day, anyone—from competitors to Twitter users—could ask to be roasted, and boy, did Wendy’s comply!
Brands loved it so much, they asked for it.
Key Success Factors
Authenticity on the grill
Wendy’s wasn’t trying to be something it wasn’t. Their social media team embraced the brand’s playful, confident personality and ran with it. Fans appreciated the honesty, and the brand felt more relatable than ever.
Mastering the art of the clapback
Wendy’s became the undisputed champion of witty comebacks. They weren’t just responding to tweets—they were owning the conversation. Their roasts were clever, on-brand, and, most importantly, shareable.
Fueling the flames with engagement
Unlike other brands that talk at their audience, Wendy’s talked with them. They made fans feel like they were in on the joke, creating a sense of community around the brand.
Rivalry with extra sauce
Wendy’s loves to take shots at McDonald’s, and fans love to watch. Their playful jabs at the Golden Arches became a recurring theme, fueling brand loyalty and keeping audiences entertained.
The move to TikTok
Wendy’s took National Roast Day to TikTok in 2023, turning up the heat with a video-first format that stretched the roasting festivities from a single day to three epic days (April 12-14).
Instead of just firing off savage tweets, Wendy’s animated mascot took center stage, delivering ruthless burns through stitched and dueted videos.
#nationalroastday
#nationalroastday on TikTok
The campaign resulted in massive engagement. The #NationalRoastDay hashtag racked up over 116 million views and reached 30% of the platform’s audience.
Wendy’s also gained 153,900 new followers, proving that their signature sass translates just as well to video as it does to tweets.
The TikTok campaign was so successful that it earned Wendy’s a spotlight article on TikTok for Business.
Innovative Elements
National Roast Day
Wendy’s invented holiday became an opportunity to roast fans and brands alike. The event quickly became a Twitter sensation, trending every year as users lined up to get “burned.”
National Roast Day became the holiday we didn’t know we needed.
Roasting for a cause
In some campaigns, Wendy’s took their sass and used it for good, tying roast events to charitable causes. This added a layer of purpose to the campaign while keeping the fun intact.
An internet icon
Wendy’s social media team transformed a fast-food chain into a must-follow Twitter account. Other brands have tried to replicate their approach, but none have matched their authenticity and wit.
Sample from a 2022 Roast Twitter feed.
Impact and Results
Social media reach and engagement
Wendy’s Twitter following skyrocketed as fans flocked to their page to see the latest burn. The campaign garnered significant attention, with Wendy’s Twitter account becoming a trending topic during National Roast Day events.
In 2022, National Roast Day generated over 130 million impressions in a matter of hours.
Their move to TikTok expanded their audience, and they continued to crush industry averages, proving that personality-driven branding works.
Follower growth
Wendy’s social media following experienced substantial growth due to the campaign’s popularity. During a recent National Roast Day campaign on TikTok, Wendy’s saw an increase of 153,900 followers for the brand.
Brand awareness and recall
The campaign significantly boosted Wendy’s brand visibility. TikTok reported that the 2023 campaign resulted in a 37.4% lift in Ad Recall and a 28.1% lift in Awareness.
Sales impact
While specific sales figures directly attributed to the “Roast” campaign are not publicly disclosed, Wendy’s saw a real boost in sales, particularly among younger demographics who loved the brand’s bold, no-BS attitude.
What’s more, during the 2023 National Roast Day campaign on TikTok, Wendy’s saw a 4.5% increase in store visits through foot traffic metrics.
Earned media goldmine
News outlets, influencers, and even rival brands couldn’t stop talking about Wendy’s roasts. The campaign generated millions in free publicity, cementing Wendy’s status as a cultural phenomenon.
@bobbybulsara Reply to @donkeypuzzy #greenscreen @wendys vs @tmobile was a battle for the ages ? #nationalroastday ♬ original sound – Bobby Bulsara
Roasts were irresistibly shareable.
Marketer Takeaways
- Find your brand voice—and own it. Whether you’re snarky, sincere, or somewhere in between, having a distinct voice makes your brand stand out.
- Engage, don’t just broadcast. Social media isn’t a megaphone—it’s a conversation. Wendy’s success came from actually interacting with their audience in a way that felt natural and fun.
- Don’t be afraid to take risks. Playing it safe won’t get you noticed. Wendy’s embraced humor and boldness, and it paid off big time.
- Capitalize on trends. Wendy’s stayed relevant by hopping on trending topics, memes, and internet culture. Timing is everything.