How Rick and Morty's Drive-Thru Activation With Wendy's Became a Viral Sensation

Inside the Spark Foundry-led experiential campaign that drove half a billion impressions

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


In the realm of irreverent brands, Wendy’s stands apart from its fast-food peers. The brand’s marketing has real bite, taking its tweets viral so often that when it coined National Roast Day in 2018, other brands lined up for the QSR brand to crack jokes at their expense.

Meanwhile, fans of Adult Swim’s Rick and Morty eat a lot of fast food: 70% of Rick and Morty’s audience consume QSR food weekly, and 50% of the same audience eat QSR breakfast weekly, Spark Foundry determined after reviewing custom research and Google Analytics data.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Oct. 24, 2022, issue of Adweek magazine. Click here to subscribe.