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Gold
Use of Social Media & Influencers
Use of Facebook


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Entrant: VML, Kansas City
Brand: Wendy's
Title: "Wendy's Enters the Chat"
Corporate Name of Client: The Wendy's Company
Client Company: The Wendy's Company, Dublin, OH
Global Chief Marketing Officer: Carl Loredo
Chief Marketing Officer: Lindsay Radkoski
Client Company VP, Global Brand Engagement: Jimmy Bennett
Client Company VP, Global Strategic Communications & Creative Storytelling: Frank Vamos
Client Company Manager, Social Media: Lauren Morten
PR Company: Ketchum, Chicago
Agency: VML, Kansas City
Agency Chief Executive Officers: Jon Cook/Mel Edwards
Global Chief Creative Officer: Debbi Vandeven
Chief Creative Officers: John Godsey/Alli Pierce
Executive Creative Director: McKay Hathaway
Group Creative Directors: Ryan Barkhuizen/Eamon Conway
Creative Directors: Matt Keck/Conor Clarke
Senior Copywriter: Hayden Griffin
Copywriters: Hannah Cruise/Emily Friedman
Art Directors: Sara Ryan/Morgan Walker
Client Company Global Director, Social Media & Digital Engagement: Kristin Tormey
Agency Manager, Innovation & Data: Jeremy Cline
Agency Connections Supervisor: Emmy Hanlon
Agency Connections Supervisor – Social: Jessica Wiggins
Agency Associate Connections Director – Social Strategy: Samantha Schuster
Agency Chief Client Officer, NA: Jennifer McDonald
Agency Account Manager: Ally Friend
Agency Managing Director, Client Engagement: Kelly Gartenmayer
Agency Associate Director, Client Engagement: Colin Belmont/Adam Scherzer
Agency Managing Director, Strategy & Insights: Bret Smith

Description:
Wendy’s innovative social media strategy drove such massive engagement and reach that we secured the No. 1 organic share of voice in the entire restaurant category on the world’s largest social platform, Facebook — beating our biggest competitor, McDonald’s, by 30%.

Wendy’s connected with younger generations by tapping into a universal human and social media behavior: our parents' (aka boomers) quirks.

Both on and off of social media, these quirks can be irritating, but endearing. Wendy’s bravely disregarded established Facebook best practices and embraced boomer best practices, leading Meta to adopt our strategy as new best practices to reach GenZ.