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Library/Campaign/Wendy's Twitter roasts
Grade B23 sourcesHIS-01656

Wendy's Twitter roasts

Campaign · 2017 · Niche

31Editable slideCertificate

A refrigerator reply became a roast franchise and a 5-track diss mixtape.

Wendy’s

@Wendys · Jan 2, 2017

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

20.3K274
Original · Wendy's / Amy Brown

Wendy’s

@Wendys · Jan 4, 2017

Our community manager was unaware of the recent evolution of the Pepe meme's meaning and this tweet was promptly deleted.

468191
Post · @Wendys on X

Wendy’s

@Wendys · Mar 30, 2017

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

127.9K5.3K
Post · @Wendys on X

Wendy’s

@Wendys · Jan 4, 2018

Start the grill! It’s #NationalRoastDay

16.6K4.8K
Post · @Wendys on X

Wendy’s

@Wendys · Mar 23, 2018

The mixtape drops now. Not pulling punches. We Beefin’.

113.7K4.2K
Post · @Wendys on X

Wendy’s

@Wendys · Dec 30, 2016

Our beef is way too cool to ever be frozen. 😎

17.8K1.3K
Post · @Wendys on X
Clip · TikTok
Wendy's Put a Troll on Ice With 2017's Best Tweet So Far
Adweek
Wendy's shows how to handle beef with Twitter troll
CBS News
Wendy's We Beefin? ad aud — Dorado Quick
Dorado Quick / Six Course and VML
@Wendys | Know Your Meme
Know Your Meme

Spread Score

How it works
Reach0Contagion35Breadth50Velocity65Longevity3131

Numbers

Refrigerator reply, first three days (VML claim)
937K
X · Self-reported · Shorty Awards / VML and Wendy's submission
Milestone date
Week of Jan 2, 2017
Jan 2 ’17 to Week of Jan 2, 2017
Platforms
7
Started on X
Origin
Mixed
Food & beverage

Mechanics

  • TransgressionPrimary
  • Unhinged voice
  • Platform jump
  • Press loop
  • Pairing

How it spread

Trace the origin

Wendy's refrigerator reply spread through screenshots and news coverage. The account turned roast requests into National Roast Day, then carried its rivalries into We Beefin? and a later paid TikTok campaign.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Google searchesOct ’16Feb ’17MayNovApr ’18SepJun ’19Apr ’20NovNov ’21Dec ’22MilestoneXPressTVRedditOpen webAudioTikTok
XPressTVRedditOpen webAudioTikTok

13 more events on this chart

Join free to see them

Timeline (16)

  1. January 2017

    @Wendys seed · Jan 2 ’17

    Wendy's answered @NHride by saying he had forgotten refrigerators existed.[1][2][3]

    Open the first post ↗

  2. VML / Wendy's milestone · Week of Jan 2, 2017

    In the seed's first week, the reply earned 937,000 organic impressions in three days, VML said.[4]

  3. Adweek press · Jan 3 ’17

    Adweek covered the exchange and credited Parker Molloy's screenshots; the critic had deleted his account.[5][6]

    @Wendys | Know Your Meme

  1. platform jump · Jan 4 ’17

  2. backlash · Jan 4 ’17

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 17 sourced numbers and 23 sources. Start with a free account.

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Origin
Mixed
Sector
Food & beverage
Region
US
Refrigerator reply, first three days (VML claim)
937K
X · Self-reported · Shorty Awards / VML and Wendy's submission
Evidence
Grade B

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