Players of Fortnite are able to play uninterrupted and unhounded by brand advertisements, despite Fortnite being the most streamed game on Twitch and the most played game in the world. With a new game mode called “Food Fight”, Wendy’s saw their opportunity to get their brand noticed. They created a character with red hair called Wendy and dropped her into the game, but instead of fighting other players, she destroyed meat freezers, for nine hours straight (because Wendy’s famously doesn’t use frozen meat).

The stunt garnered a lot of attention and even Twitch streamers with millions of followers took notice. The stream was watched for a total of over 1.5 million minutes and Wendy’s saw a 119% increase in mentions across all social media platforms.