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Category
Active Engagement
Annual ID
OS_SM20_079M
About the Work
Wendy’s treats its Twitter followers like friends. And if emotion drives brand preference, how might Wendy's connect with fast food consumers in new and unique ways? By treating them like close friends, and it’s to our closest friends we’re often meanest to. Social media users ask to be roasted — i.e., made fun of — by Wendy’s on Twitter every day, so roast them we did. Wendy’s created #NationalRoastDay, a fictitious one-day holiday during which the brand roasted anyone who asked for it. Sometimes to get love, you need to give a little tough love. #NationalRoastDay set Twitter ablaze and trended organically. Media even reported on it as an actual holiday. And, in a case of true holiday magic, people had fun with it and began roasting each other. One day. One people. One love. We used #NationalRoastDay to take our friendships to the next level with a healthy dose of good-natured fun, roasting our followers like only close friends can. We roasted America. And America loved it.
2020 Awards
Total Points: 2
Merit
Credits
Agency
VMLY&R / Kansas City
PR / Marketing Agency
Ketchum / New York
Client / Brand
Wendy's / Dublin
Media Distribution Company
Spark Foundry / New York
Art Director
Ben Conaghan
Conor Clarke
Chief Creative Officer
Debbi Vandeven
John Godsey
Chief Marketing Officer
Kurt Kane
Carl Loredo
Creative Director
Eamon Conway
Jess Elwood
Executive Creative Director
Chris Corley
Derek Clark
Social Media Manager
Matt Keck
Charles Gooch
Jessica Wiggins
Sam Schuster
Emmy Hanlon
Kristin Tormey
Strategist
Jeremy Cline
Creative Team
Bret Smith
Jimmy Bennett
Ryan Kefer
Jenn Bins
Account Team
Jennifer McDonald
Kelly Gartenmayer
Erica Hudson
Colin Belmont
Zach Mendenhall
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