Wendy’s community management combines a consistent, conversational tone with topical, relevant humor and playful sarcasm. At our best, we do this while also driving consistent brand messaging.

Such was the case when we shut down a Twitter troll, and our largest competitor, McDonald’s, in real time by pairing the established Wendy’s “challenger with charm” brand voice with our core “fresh, never frozen” brand messaging. In other words, we simply did what we do every day.

Thuggy-D Exchange:

THUGGY-D: Your beef is frozen and we all know it. Ya’ll know we laugh at your slogan, “fresh, never frozen, right?” Like you’re really a joke.

WENDY’S: Sorry to hear you think that! But you’re wrong. We’ve only ever used fresh, never-frozen beef since we were founded in 1969.

THUGGY-D: So you deliver it raw on a hot truck?

WENDY’S: Where do you store cold things that aren’t frozen?

THUGGY-D: Ya’ll should give up. @McDonalds got you beat with that dope ass breakfast.

WENDY’S: You don’t have to bring them into this just because you forgot refrigerators existed for a second there.

McDonald’s Exchange:

MCDONALD’S: Today we announce that by mid-2018, all Quarter Pounder burgers at the majority of our restaurants will be cooked with fresh beef.

WENDY’S: So you’ll still use frozen beef in MOST of your burgers in ALL of your restaurants? Asking for a friend.

Overall, 24 million American adults converted to acknowledge Wendy’s uses fresh, never frozen beef within eight weeks, according to Millward Brown Brand Health Tracker.

Thuggy-D Exchange

? Over 214,000 earned engagements on the initial tweet

? Ongoing community management earned an additional 143 million earned impressions and 11.9 million earned engagements

? 869 million earned media impressions

? Over 20 million visits to Wendy’s Twitter profile page

? Over 200,000 new @Wendys followers earned, hitting our 1 million follower mark

? 407% increase in conversation mentioning Wendy’s over 10 days

? We turned a 40-year-old slogan into global news

McDonald’s Exchange

? 1,650% increase in conversation about Wendy’s within 24 hours

? 1.6 billion earned media impressions

? Ongoing community management incurred 22 million earned impressions, 1 million earned engagements and more than 44,000 new @Wendys followers

? 82% of conversation surrounding McDonald’s announcement also mentioned Wendy’s, stealing McDonald’s show