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How Fast Food Restaurants Are Creating Brand Awareness on Twitter

November 6, 2017 Jonathan Houghton

We’re a creative bunch over here at the Bradford Group, so we always appreciate when somebody out there has an innovative way of drawing attention to a brand.

Humor, when done right, can be one of the most effective ways to connect with consumers and exhibit a brand voice. And as a medium, Twitter is perfect for delivering short bursts of entertaining content that can capture the attention of potential customers, even if just for a few precious seconds.

Although they’re not the only companies out there being clever on Twitter, the profiles for many fast food restaurants, of all places, seem to be gaining a reputation as quirky, enthusiastic advocates for their brands. Maybe the pure unexpectedness plays a part. In any case, we’re fans of anything that breaks the rules a bit.

Here are a few of our favorites:

  1. Wendy’s

Over the last year, Wendy’s has become the breakout star in the unusually competitive fast-food Twitter field, with stinging comebacks to would-be hecklers and takedowns of competitors that can be as brutal as they are funny. The highlight might be a recent real-time rap battle with fellow restaurant Wingstop, featuring a few surprisingly solid lines: “We know why the chicken crossed the road / But you crossed the boss and straight got told” is one favorite. Bored Panda and Buzzfeed are among the websites that have compiled their top Wendy’s moments, of which there are honestly quite a few.

  1. Arby’s

Until we glanced at Arby’s Twitter feed, we had never even considered that the restaurant’s customer base might include a few self-identified nerds. For the past few months, the restaurant has been embracing that audience with a series of elaborate, artfully made cardboard cutouts of video game and cartoon characters interacting with Arby’s products. It sounds weirdly specific, and it is, but it’s really well done! We’re not even going to pretend that we caught all the references, but we picked out Butters from “South Park” as his alter-ego Professor Chaos, a nod to “Bojack Horseman,” plus characters from Metroid and Super Mario Brothers.

  1. Burger King

Burger King won us over with a charmingly absurd Twitter voice that always keeps its products front and center. An old-fashioned love story of a girl and her Whopper? Check. A glimpse at the Mars/Venus thoughts of a boyfriend and girlfriend? Check. A brief list of internet searches from a fries-obsessed individual? Check.

  1. Kentucky Fried Chicken

Kentucky Fried Chicken’s founder Colonel Sanders — or the new, WWE-inspired re-creation of him, anyway — is front and center on the company’s Twitter feed. The restaurant’s most genius move, though, takes inspiration from its famous “11 herbs and spices” recipe: KFC currently follows only 11 fellow users on Twitter — 6 guys named Herb and all five Spice Girls.

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