Campaign details
Advertiser: Wendy'sAgencies: Ketchum, VML and Spark
Situation Analysis
In the hyper competitive world of fast food, brand reputations move fast. A trending social media story can break into pop culture, generating valuable brand and product awareness – or risking global public embarrassment.
Wendy’s enjoys a worldwide reputation for engaging its audience on social media, employing the quick wit and pop culture sensibilities that appeal to its Millennial target audience. So the social media team was already on the job when US teenager Carter Wilkerson tweeted Wendy’s Twitter handle to ask how many retweets he would...