In 2018, Wendy’s launched the most savage marketing campaign ever.
No ads. No budget. Just ruthless tweets.
The result? Millions in free publicity—and they humiliated McDonald’s in the process.
Here’s how Wendy’s turned roasting into revenue:
On January 2, 2018, a Twitter user asked Wendy’s a simple question:
"How much does a Big Mac cost?"
Wendy’s responded with: "Your dignity."
That single tweet blew up, generating hundreds of thousands of likes, retweets, and media mentions.
This moment defined Wendy’s new tone—sharp, witty, and unapologetically savage.
Wendy’s realized they didn’t need big ad budgets to stay relevant.
They only needed their personality.
Here’s what they did next:
1. Roasting competitors: Wendy’s took aim at McDonald’s, Burger King, and anyone else who dared to challenge them.
2. Engaging with customers: They didn’t just post ads—they had conversations.
Wendy’s treated every tweet as an opportunity to make fans laugh.
Suddenly, Wendy’s became the go-to fast-food chain for anyone who loved social media humor.
Wendy’s created an annual event called National Roast Day.
On that day, they invited fans and brands alike to request a roast.
When Pepsi asked for a roast, Wendy’s replied:
"We’d roast you, but turning sugar water into revenue is your job."
These responses generated millions of impressions without a single dollar spent.
Despite being one of the oldest fast-food chains, McDonald’s struggled to connect with younger audiences online.
Meanwhile, Wendy’s turned social media into free PR—thanks to:
1. Consistency: They roasted their competitors at every chance.
2. Humor: They understood the Gen Z and Millennial appetite for memes and savage humor.
3. Engagement: They replied to individual users, making fans feel part of the conversation.
The result?
- 1+ million new Twitter followers in a year.
- million in earned media from their 2018 roast campaign alone.
- Fast-food sales spiked, especially among younger demographics.
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