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From the 10th Annual Shorty Awards

Turning Their Tweets Against Them

Bronze Honor in Twitter, Real Time Response

Entered in Food & Beverage


The objective of this project was to shift the conversation from Wendy's no longer having spicy nuggets to Burger King now having spicy nuggets.

Strategy and Execution

In 2017, Wendy's discontinued their beloved spicy chicken nuggets and people were not happy. Wendy's is known for being extremely active on Twitter, so people inundated them with disgruntled tweets about their decision to discontinue their spicy chicken nuggets.

Wendy's has a reputation for being the ultimate Twitter troll, so we decided to wage a shadow war against them on the very platform they're known for being the best at. We simply turned Twitter users' disgruntled spicy nugget tweets, directed at Wendy's, into promoted ads from Burger King. Allowing us to infiltrate the feeds of millions of people, and spark a staggering amount of organic buzz. The best part? Wendy's went silent. The troll was defeated at their own game.


Three months of inventory sold out in just four weeks.

105% increase in positive sentiment.

Over 1.5 billion media impressions.


Video for Turning Their Tweets Against Them

Entrant Company / Organization Name

MullenLowe Boston, Burger King

Entry Credits