Campaign details

Brand: Burger King
Brand owner: Burger King
Lead agency: MullenLowe US
Country: North America
Industries: Restaurants & takeaways
Media channels: Social media
Budget: Up to 500k

Executive summary

In 2017, Wendy’s discontinued its beloved spicy chicken nuggets and people were not happy. Wendy’s is known for being extremely active on Twitter, so spicy nugget fans inundated the company with disgruntled tweets begging, pleading and boisterously crying out in emoji-speak for Wendy’s to reverse its decision.

Burger King seized the opportunity to steal market share by creating its own spicy chicken nuggets. The communications challenge was to launch this new offering in a way that was just as spicy as the product, with a budget of just $50,000.

Wendy’s has a reputation for being the ultimate Twitter troll, so we waged a shadow war against it on the very platform it is known for being the best at. We turned Wendy’s tweets against it.