Ketchum #401

ABOUT

Founded in 1969, Wendy’s set out on differentiating in the fast food industry by doing things that consumers could love, and doing them the right way. Wendy’s was the newcomer fast food challenger with charm. However, 50 years later most Americans view us the same way as other traditional fast food brands. How might we make America fall in love with Wendy’s again? Well in order to get love, you must give love. There are songs and self-help books about it. We all crave appreciation and affirmation. When Americans want to show love and appreciation, we create holidays. Either traditional like Valentine’s Day, less traditional like Thank a Mail Carrier Day, or informal like a Friendaversary. Holidays are how we show we care. So creating a holiday to show America love was the perfect idea. But what if we showed our love differently by roasting America? 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 will be Wendy’s way of showing love and affection: by roasting anyone who asks. 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 shared it as a point of pride. #NationalRoastDay was so talked about it organically became a trending topic on Twitter and increased mentions of Wendy’s by 1,224%. We generated more than 30 million organic Twitter impressions and more than 130 million earned media impressions in a matter of hours. It even spread to other platforms as TikTok driving more than 10.5 million views of #NationalRoastDay.

AWARDS

Cannes Lions

MADEIT CREDITS

  • Wendy'sClient
  • Adam ScherzerAccount Manager
  • Ann PutneySenior Art Director
  • Ben ConaghanAssociate Creative Director
  • Bret SmithManaging Director, Strategy & Insights
  • Brian BockelmanSenior Copywriter
  • Carl LoredoChief Marketing Officer (CMO)
  • Carolina MachSenior Analyst, Innovation & Data
  • Chethna SuryakumarAssociate Creative Director
  • Colin BelmontAssociate Director of Client Engagement
  • Conor ClarkeCreative Director
  • Cris StephanAssociate Director, Search & Social
  • Emily FriedmanCopywriter
  • Emily KooistraSenior Vice President
  • Emmy HanlonSenior Connections Manager
  • Frank VamosDirector, Strategic Brand Communications
  • Jason BassManaging Director, Client Engagement
  • Jennifer McDonaldChief Client Officer
  • Jennifer RodriguezDirector, Content
  • Jeremy ClineManager, Innovation & Data
  • Jessica Wiggins UnverferthConnections Supervisor, Social
  • Jimmy BennettVP, Media & Social
  • John GodseyRegional Chief Creative Officer
  • Katie MylreaAssociate Creative Director
  • Katy LoweAssociate Copywriter
  • Kelly GartenmayerManaging Director, Client Engagement
  • Kelsey McGovernManaging Account Supervisor
  • Laura Picicci MeyerSenior Campaign Program Manager
  • Matt KeckCreative Director
  • McKay HathawayExecutive Creative Director
  • Meredith YoungAssociate Creative Director
  • Noel CottrellChief Creative Officer
  • Paulina ChronisAccount Supervisor
  • Ryan KeferSenior Vice President, Group Director
  • Samantha SchusterAssociate Connections Director, Social
  • Sarah WeiglCreative Director
  • Sparks FoundryMedia Agency
  • Victor ThaiAssociate Director of Content
  • VMLY&RAgency
  • * Lawrence BrownAssociate Connections Manager
  • * KetchumPR Agency
  • * Debbi VandevenGlobal Chief Creative Officer
  • * Kristin TormeyManager, Social Media And Gaming
  • * Cannes Lions Winners 2022
Project featured: on 22nd September 2022 Contributor:

Ketchum has been a Contributor since 14th February 2019.

Invite x3

National Roast Day

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