How Wendy's Master Class In Social Media Skyrocketed Their Popularity - TheSpicyChefs

"In 2017, a fast-food chain famous for square burgers and Frosties did something unexpected: they became the internet's favorite savage. Wendy's turned from a reliable but unremarkable burger joint into a social media phenomenon, proving that a brand with personality could capture hearts-and wallets-in the digital age. Their secret weapon wasn't a new menu item or celebrity endorsement. It was wit, audacity, and a social media team unafraid to roast competitors and customers alike."

"Their Twitter account, once a sleepy promotional platform, suddenly came alive with snappy comebacks and playful jabs. When a user claimed Wendy's burgers were frozen, the company didn't issue a corporate non-answer. Instead, they challenged the claim directly, sparking conversations that organically spread across the platform. The strategy crystallized in March 2017 when Wendy's roasted McDonald's over their frozen beef, contrasting it with Wendy's fresh-never-frozen promise."

"Their most legendary moment came when a teenager named Carter Wilkerson asked how many retweets he'd need for free chicken nuggets for a year. Wendy's replied: "18 million." The absurd number became a challenge. #NuggsForCarter exploded, eventually earning the most retweeted tweet at the time. Wendy's gave him the nuggets anyway, turning a joke into a masterclass in engagement that generated massive brand awareness without spending a dime on traditional advertising."

Wendy's adopted a bold social media philosophy focused on authenticity, wit, and audacity. The Twitter account shifted from promotional posts to snappy comebacks and playful jabs, directly confronting claims about frozen beef and contrasting competitors' practices with Wendy's fresh-never-frozen promise. Viral roasting moments in March 2017 drove hundreds of thousands of engagements, and sustained, personalized replies kept conversations alive. The #NuggsForCarter challenge amplified reach when Wendy's set an absurd retweet target and later rewarded the teenager, generating massive brand awareness and demonstrating high-impact, low-cost engagement through personality-driven social interaction.

Read at TheSpicyChefs