Wendy’s has become known for its Twitter presence thanks to sassy replies and cultural moments like our mixtape and #NuggsForCarter. Consumers ask Wendy’s to personally roast them every day of the year (to direct our sassy replies their way), on every social media platform Wendy’s is on.

National Roast Day was made possible by the signature sass Wendy’s is known for on Twitter. We turned daily moments into a cultural moment by creating a real holiday that users talked about and participated in with Wendy’s through Twitter, enhancing our relationships with our followers and establishing relationships with new ones.

Almost paradoxically, we roast the ones we love. It’s a sign of closeness and endearment. And people love Wendy’s roasts.

If Valentine’s Day is devoted to momentous displays of love and affection, then National Roast Day is Wendy’s way of showing love and affection: by roasting anyone who asks. After we announced our completely made-up floating holiday, global brands, regular people, bands, professional sports teams, celebrities, nobodies, celebrity nobodies (aka influencers), and even more brands all lined up to be roasted. They knowingly asked for a takedown and then proudly shared it as a point of pride. We handed out roasts to anyone who asked for them, sending a roast every 86 seconds — and still didn’t get to all of our requests.