I’m not sure about all of you, but when I think of the Wendy’s brand I see an ‘Anne of Green Gables’ type with red pigtails, freckles and a big, toothy smile. Also, how can any of us forget Wendy’s founder and former CEO, Dave Thomas, serving up fresh burgers off the girl in commercials during the 90’s?
Wendy’s is taking a step away from nostalgia by using Twitter as an avenue of opportunity to reinvent and carve out a new social identity. Known to be Quirky, hot blooded and not tolerating any comparisons to competitors (sorry McDonald’s).
Guess what? It’s working. Wendy’s is currently best in class in ‘roasting’ Twitter users with relentless sass behind an innocent, homely exterior. Check out this Youtube clip of responses to some of Wendy’s 40 best tweets:
Who is the quirky social media professional behind the braided pigtails? It is the face of Amy Brown, the Social Media Manager for Wendy’s who recently announced she will be leaving the company as of March 31st. Follow her on Twitter here.
Where will Wendy’s take their social persona next without the brains behind the operation leading the way? Also, what can we expect next from Amy? Possibly a move to another fast food chain or maybe establishing a personal consulting business? Regardless of where Amy is headed next, I am willing to bet that as we speak Wendy’s competitors are pouring over burgers and soda trying to figure out the best possible way to ‘one-up’ Wendy’s social strategy.