wendy’s national roast day

In true Wendy’s fashion, we brought the sass. Who did we roast? Anyone who asked. Men, women, children, dogs, bands, brands, celebrities, nobodies, celebrity nobodies and even more brands.

How did we know what to say? In an era of automated personalization at scale, we opted for authenticity with artisanal handcrafted roasts delivered in real time. Sometimes we shot from the hip, sometimes we quickly scoured their social media profiles, and sometimes, for people famous enough, we used Google or pulled from pop culture history. 

2023 New York Festivals Social Media & Influencer - Community Engagement: Silver

2023 New York Festivals Social Media & Influencer - User-Generated Content: Bronze

the impact

Here’s a quick glance at what we were able to accomplish in 3 days during National Roast Day.

Executive Creative Director: McKay Hathaway

Creative Directors: Conor Clarke, Matt Keck, Ben Conaghan, Brian Bockleman 

Art Director: Kelsey Johnson

Copywriter: Hannah Cruise