The One Show

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

Meat Tweet

Agency VMLY&R / Kansas City + Wendy's / Dublin + Ketchum / Chicago

Client Wendy's


Social Post / Real-time Response

Annual ID


About the Work

With just four words, Wendy's turned the biggest social network's biggest announcement into a headline for Wendy’s core product: MEAT. Wendy’s, the No. 2 hamburger fast food restaurant in America, is iconic for its brand voice, from “Where’s the beef?” on television in the 1980s to Twitter roasts of its competition today. While primarily focused on our core differentiator of fresh, never frozen beef and roasting the competition's use of the inferior frozen beef, Wendy’s social media takes the brand to places that no other brand could. We’ve developed a cult following, established #NationalRoastDay as a national holiday and transformed Wendy’s into material for pop culture. We use social media to vault to the top of consumers’ minds in more unique and memorable ways than our competition, which matters when mealtime decisions are impulse decisions and the top-of-mind brand is the one that gets the visit. So when Facebook — the largest social media company in the world, home to more than 2.89 billion users — announced that they were changing their company name from Facebook to Meta, there were billions of opinions. But opinions don’t become newsworthy until an expert or authority weighs in. And as the resident authority on opinions via social media roasting, Wendy’s found a way in on the announcement. Tweeting just four words, Wendy's turned the biggest social network's biggest announcement into a headline for Wendy’s core product: MEAT. “changing name to meat.” Mentions of Wendy’s across social media increased by more than 625% as our tweet generated more than 17 million organic Twitter impressions. Twitter founder Jack Dorsey even shared it. Media shared it and generated 118 million earned media impressions. However the truest form of validation came when Mark Zuckerberg himself declared that Wendy’s reaction to the name change was the best reaction.

2022 Awards

Total Points: 3




VMLY&R / Kansas City

PR / Marketing Agency

Ketchum / Chicago

Client / Brand

Wendy's / Dublin


Emily Friedman

Chief Creative Officer

Noel Cottrell

Chief Marketing Officer

Carl Loredo

Executive Creative Director

McKay Hathaway

Global Chief Creative Officer

Debbi Vandeven

Associate Director, Client Engagement

Colin Belmont

Chief Client Officer, North America

Jennifer McDonald

Chief Creative Officer, North America

John Godsey

Connections Manager

Lawrence Brown

Connections Supervisor, Social

Jessica Wiggins Unverferth

Director, Strategic Brand Communications

Frank Vamos

Manager, Innovation & Data

Jeremy Cline

Manager, Social Media & Gaming

Kristin Tormey

Managing Director, Client Engagement

Kelly Gartenmayer

Managing Director, Strategy & Insights

Bret Smith

Senior Campaign Program Manager

Laura Picicci Meyer

Senior Connections Manager

Emmy Hanlon

Vice President, Media & Social

Jimmy Bennett

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