Roasting All the Way to the Bank: How Wendy’s Twitter Campaign Racks in Laughs and Bucks

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Roasting All the Way to the Bank: How Wendy’s Twitter Campaign Racks in Laughs and Bucks

If you haven’t realized it already, the saying that all publicity is good publicity has never been more relevant; in fact, it’s a safe bet that this adopted philosophy is what got our President into the Oval Office. Never mind that however. The idea of being loud, boisterous, and even at times splitting apart from conventional marketing methods has been an approach taken by companies as means of setting yourself apart from the rest of the pack. And in the realm of the ever so clustered fast food-indsutry, no joint has honed their skills of getting recognized better than Wendy’s through the means of self-pronounced “savagery.”

Just this past week, Wendys made its way to the US twitter trending list on as they celebrated #NationalRoastDay, marking the one year anniversary of a tweet in which they allegedly roasted someone so hard, they deleted their account. Throughout the day, they victimized scores of accounts who thought they could handle the heat in what would best be described as playful banter/ burns. Wendy’s has cultivated quite the penchant for twitter recognition being dubbed among the most savage accounts, and while at first glance, it seems odd for a burger joint to be cracking jokes, the beauty lies in the bizarreness of it all, and there really Is no better medium than twitter, where half the fun comes from memes and jokes. And in their game, no one is safe; not even their primary customers likes McDonalds and Burger King, often being the butt of the joke.

Nevertheless, Wendy’s relationship with roasting prospective customers is a unique element not often seen in public relations. We live in an era of people-pleasing and political correctness which at large has left many companies monotonous when dealing with the public. Because most companies try to keep their target market as wide as possible, companies try to accommodate people by trying their best to not offend any part of a segment. This often leads customer relations to be very gentle and accommodating through the means of sincerity and compassion, and while this recipe works very well in itself, it just make its that much more hilarious to see a company such as Wendy’s to take a road less traveled.

It’s not to say that Wendy’s isn’t also helpful in it’s approach; they are also accomodating with compliance of any issues faced by customers. However, by setting themselves in a way of being different through the means of unconventionality, it goes a long way of creating a unique brand personality and refreshing authenticity, qualities we all admire.  However, Wendy’s wisdom lies in not taking them selves too seriously and realizing that people generally enjoy being entertained especially when it comes from an unconventional source like a fast food enterprise of all places.

So has their roast campaign contributed to the business? They’ve beaten all their quarterly projections in 2017, so it’s safe to say the twitter account will continue to keep the money where their mouth is.


1 Comment

Rebeca Villatoro

Rebeca Villatoro

January 18, 2018at 2:29 pm

I love the Wendy’s account! It always makes me laugh. I agree, the unconventionality of it is what makes it so intriguing. Sure it was risky since it wasn’t done before but they’re tweets feel so genuine and funny that it has really worked out for them. It humanizes a huge brand and people feel more connected with it as a result. I hope they continue to post stuff like that on their account.

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