Media Plan of the Year

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

a mortys restaurant (formerly wendys) with an inflatable rick tunnel mouth cars can drive through — Wendy's and Adult Swim struck up a lasting partnership that continues to reach both brands' niche audiences.Courtesy Adult Swim

By Olivia Morley

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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.

Olivia Morley

Olivia is Adweek's senior reporter specializing in media agencies.

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