At the start of 2017, Wendy’s took the world by surprise with some sassy remarks on its Twitter account. In response to Wendy’s tweet about its “fresh, never frozen beef,” a Twitter user called Wendy’s a “joke,” saying that the food chain does freeze its beef. Wendy’s fired back, and banter between Wendy’s and the tweet author grew — eventually going viral. As a result, others began tweeting at Wendy’s too — in hopes of a sassy response from the fast food giant (which is exactly what they got).
2017 is off to quite a start. pic.twitter.com/V9XWY7J4gp
— Parker Molloy (@ParkerMolloy) January 3, 2017
@dpeacock980 Your dignity
— Wendy’s (@Wendys) January 4, 2017
@sophiesphoenix delete your account
— Wendy’s (@Wendys) January 3, 2017
Things went south — fast. Overzealous, the company took things too far. When asked by a Twitter user, “Got any memes?,” the company tweeted (and deleted) a meme of Pepe the Frog — which was declared a “hate symbol” by the Anti-Defamation League in September 2016 — dressed as the Wendy’s mascot. Last year, the image of Pepe was frequently used to express racist and anti-Semitic messages.
“Our community manager was unaware of the recent political connotations associated with Pepe memes, and it has since been removed,” Wendy’s social-media manager Amy Brown told Business Insider.