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The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Social Media

Roast Day

Agency VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago + Spark Foundry / New York

Client Wendy's


Craft / Writing

Annual ID


About the Work

Founded in 1969, Wendy’s set out on differentiating in the fast food industry by doing things that consumers could love, and doing them the right way. Wendy’s was the newcomer fast food challenger with charm. However, 50 years later most Americans view us the same way as other traditional fast food brands. How might we make America fall in love with Wendy’s again? Well in order to get love, you must give love. There are songs and self-help books about it. We all crave appreciation and affirmation. When Americans want to show love and appreciation, we create holidays. Either traditional like Valentine’s Day, less traditional like Thank a Mail Carrier Day, or informal like a Friendaversary. Holidays are how we show we care. So creating a holiday to show America love was the perfect idea. But what if we showed our love differently by roasting America? Almost paradoxically we roast the ones we love. It’s a sign of closeness and endearment. And people love Wendy’s roasts. If Valentine’s Day is devoted to momentous displays of love and affection, then National Roast Day will be Wendy’s way of showing love and affection: by roasting anyone who asks. Global brands, regular people, bands, professional sports teams, celebrities, nobodies, celebrity nobodies (aka influencers), and even more brands all lined up to be roasted. They knowingly asked for a takedown and then shared it as a point of pride. #NationalRoastDay was so talked about it organically became a trending topic on Twitter and increased mentions of Wendy’s by 1,224%. We generated more than 30 million organic Twitter impressions and more than 130 million earned media impressions in a matter of hours. It even spread to other platforms as TikTok driving more than 10.5 million views of #NationalRoastDay.

2022 Awards

Total Points: 45



VMLY&R / Kansas City

PR / Marketing Agency

Ketchum / Chicago

Client / Brand

Wendy's / Dublin

Media Distribution Company

Spark Foundry / New York


Emily Friedman

Chief Creative Officer

Noel Cottrell

Chief Marketing Officer

Carl Loredo

Executive Creative Director

McKay Hathaway

Account Supervisor

Paulina Chronis

Associate Creative Director

Ben Conaghan
Che Suryakumar
Katie Mylrea
Meredith Young

Global Chief Creative Officer

Debbi Vandeven

Senior Art Director

Ann Putney

Senior Copywriter

Brian Bockelman

Account Manager

Adam Scherzer

Associate Connections Director, Social

Samantha Schuster

Associate Connections Manager

Lawrence Brown

Associate Copywriter

Katy Lowe

Associate Director, Client Engagement

Colin Belmont

Associate Director, Content

Victor Thai

Associate Director, Search & Social

Cris Stephan

Chief Client Officer, North America

Jennifer McDonald

Chief Creative Officer, North America

John Godsey

Connections Supervisor, Social

Jessica Wiggins Unverferth

Director, Content

Jennifer Rodriguez

Director, Strategic Brand Communications

Frank Vamos

Manager, Innovation & Data

Jeremy Cline

Manager, Social Media & Gaming

Kristin Tormey

Managing Account Supervisor

Kelsey McGovern

Managing Director, Client Engagement

Jason Bass
Kelly Gartenmayer

Managing Director, Strategy & Insights

Bret Smith

Senior Analyst, Innovation & Data

Carolina Mach

Senior Campaign Program Manager

Laura Picicci Meyer

Senior Connections Manager

Emmy Hanlon

Senior Vice President

Emily Kooistra

Senior Vice President, Group Director

Ryan Kefer

Vice President, Media & Social

Jimmy Bennett

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