Latest / Marketing Made Simple with Fexingo: Branding, SEO, and Digital Strategy for Beginners / How Wendy's Used Fake Twitter Beef as Marketing
Transcript
- Lucas: So you remember that period a few years back when Wendy's Twitter account started randomly roasting people? Luna: Oh, absolutely. The 'Nuggs for Carter' thing. That was wild. Lucas: Right. So in 2017, a teenager named Carter Wilkerson tweeted at Wendy's asking how many retweets he needed for free chicken nuggets for a year. Wendy's replied with a number: eighteen million. He didn't get eighteen million, but he got over three and a half million, which made it the most retweeted tweet ever at the time. And Wendy's gave him the nuggets anyway. Luna: And that was basically the start of Wendy's becoming the sassy fast-food brand on Twitter. But here's the thing — that wasn't the first time they'd used that voice. Lucas: No, it wasn't. They'd been building that persona for a while. But that one tweet turned it from a niche strategy into a full-blown cultural moment. And it's a great case study for how a brand can use humor and what looks like 'fake beef' to drive massive engagement. Luna: It's also a risky move. I mean, you're a fast-food chain. You're supposed to be friendly. But Wendy's leaned into being a little rude — and it worked. Lucas: Exactly. And that's what I want to dive into today — how Wendy's turned fake Twitter beef into a legitimate marketing strategy, and what other brands can learn from it without accidentally offending their entire customer base. Luna: Before we go too deep — I've got to say, this kind of specific marketing breakdown is exactly why I love doing this show. And I know a lot of you listening feel the same. If these conversations have sparked something you've actually used in your own work, it really helps if you can support us. We keep the show ad-free, and listener support is what makes that possible. You can help at buy me a coffee dot com slash fexingo. Lucas: Yeah, it genuinely makes a difference. And speaking of strategies that make a difference — Wendy's didn't just get lucky. They had a plan. Lucas: Let's go back to 2017. At that point, Wendy's had already been on Twitter for years, but they were pretty generic. Then they hired a new social media team — or maybe just gave the existing one more freedom — and they started replying to people with jokes. Not just customer service replies, but full-on burn tweets. Luna: My favorite early one was when someone asked why their chicken nuggets were square, and Wendy's replied, 'Because we don't cut corners.' That's genuinely clever. Lucas: It is. And that's the key — it's not just being mean. It's being witty and on-brand. The voice is consistent. They never sound like a corporate robot. They sound like a friend who's a little too honest. Luna: But they also take risks. Remember when they roasted McDonald's for using frozen beef? That was a direct attack on a competitor. Lucas: Right. And that's the 'fake beef' part — they literally started a Twitter feud with McDonald's, calling them out for not using fresh beef. McDonald's replied, but it was pretty weak. Wendy's came out looking confident. Luna: And that boosted their brand perception. People started seeing Wendy's as the 'real food' option among fast-food chains. Lucas: Exactly. It wasn't just about being funny — it was about differentiating on quality. The tweets reinforced a product truth. Wendy's does use fresh, never-frozen beef in their burgers. So the roast wasn't empty — it had substance. Luna: So what's the actual ROI here? I mean, retweets are great, but does sass convert to sales? Lucas: That's the million-dollar question. And Wendy's has actually shared some data. They said that after the Nuggs for Carter campaign, they saw a significant spike in app downloads and in-store traffic. But more importantly, they built a massive organic following. By 2020, they had over three million Twitter followers, and their engagement rates were through the roof compared to other fast-food brands. Luna: And they didn't have to pay for ads to get that engagement. The tweets themselves were the ads. Lucas: Right. And that's the beauty of it. They essentially turned their Twitter account into a free media channel. Every time they tweet something funny, it gets shared, it gets press coverage, it gets talked about on podcasts like this one. That's earned media. Luna: But not every brand can pull this off. If you're a bank or a healthcare company, you probably can't roast people on Twitter. Lucas: No, and that's important. The strategy works for Wendy's because their brand is already casual, fun, and food-related. It's also because they have a clear enemy — poor-quality fast food. They can position themselves as the rebel. But for a lot of brands, that voice would feel forced or inappropriate. Luna: So what's the lesson for a small business? You might not be able to start a Twitter war with your competitor, but you can develop a distinct voice. Lucas: Exactly. The core principle is: find a voice that reflects your brand's personality and values, and then use it consistently. For Wendy's, that voice is confident, witty, and a little edgy. For a local bakery, it might be warm and nostalgic. The key is authenticity — don't try to be something you're not. Luna: And also be prepared for backlash. Wendy's has definitely had moments where their jokes fell flat or came across as mean-spirited. Lucas: Right. There was that time they made a joke about a competitor's burger being frozen, and some people felt it was too aggressive. But they handled it by staying consistent — they didn't apologize for their stance, they just continued with their voice. And because they had built up so much goodwill, most people gave them the benefit of the doubt. Luna: So it's about having a reservoir of trust. If you're a brand that's always been nice, suddenly being snarky will feel like a betrayal. But if you've established that voice from the start, people accept it. Lucas: Exactly. And that's why Wendy's success is hard to replicate. They started early, they stuck with it, and they tied it to a real product differentiator. It's not just a gimmick. Luna: So if a brand wants to try this approach, what's the first step? Lucas: I'd say start by defining your brand's personality in three words. For Wendy's, those words might be 'confident,' 'funny,' 'honest.' Then, for every tweet or post, ask yourself: does this reflect those three words? If not, don't post it. Luna: And also study your audience. Wendy's audience skews younger and more online — they get the jokes. If your audience is older or more conservative, the same jokes might not land. Lucas: Right. So it's not about copying Wendy's. It's about understanding the principles behind their strategy and adapting them to your own context. The principles are: have a distinct voice, be consistent, tie it to a real value, and be prepared for both love and hate. Luna: And one more thing — don't be afraid to engage directly with your customers. Wendy's reply rate is incredibly high. They talk to people like humans, not like a brand. Lucas: Yeah, that's huge. They don't just broadcast; they have conversations. And that builds community. Even if the conversation is a roast, it still makes people feel seen. Luna: Alright, so let's wrap this up. If you take one thing away from this episode, what should it be? Lucas: I'd say: don't be afraid to have a personality. So many brands play it safe and end up invisible. Wendy's showed that taking a risk — even a seemingly risky one like roasting your customers — can pay off enormously if it's authentic and tied to a real product truth. Just make sure you're ready for the consequences. Luna: And maybe start with a less aggressive roast. Like, don't go after McDonald's on day one. Lucas: Definitely. Build up to that. But start somewhere.