How Wendy's Cooked Up Its Killer Frozen Beef Tweet to McDonald's

Advertising chief says it came together in 30 minutes

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This week McDonald’s announced that it would start making Quarter Pounders with fresh beef in select restaurants. The fast-food behemoth probably should’ve been prepared for its competitor, Wendy’s, to get involved, as the brand has made it clear that it loves talking about frozen beef on social media.

That’s exactly what happened. On Thursday, after McDonald’s tweeted about its plan to use fresh beef, Wendy’s social team quickly figured out how it would reply. The brand’s in-house team as well as its creative shop, VML, hammered out “what to say and how to respond in community management” within half an hour of McDonald’s tweet, explained Brandon Rhoten, Wendy’s vp and head of advertising, media, digital and social media.

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