Wendy’s has long since proven it’s not afraid to completely demolish other fast food brands — and even innocent people — with the fury of 140 characters. Chains like Hardee’s have gone after the pigtailed burger chain on Twitter, only to be humiliated in highly public fashion. And yet, it looks like Burger King has found a hilariously petty way to beat Wendy’s at its own game.
In what’s perhaps the most brutal brand-on-brand attack the internet has seen, BK is marketing the launch of its first-ever spicy chicken nuggets by promoting months-old tweets from disgruntled customers upset by Wendy's unpopular decision to discontinue its own spicy chicken nuggets earlier this year. Promoted tweets appear as advertisements in millions of feeds and are traditionally used to draw attention to a brand's own products, not to shame another company. So, if Burger King’s move is not innovation, then what is?