A product comeback in the social media manager’s own words
Brand accounts usually speak as the brand. McDonald’s announced the Snack Wrap’s return as “the person behind the account,” in 356 words.
The branding lesson
On June 3, 2025, McDonald’s announced the Snack Wrap’s July 10 return on X with a 356-word note written “not as mcdonald’s but as the person behind the mcdonald’s account.” It thanked fans for nine years of comments and petitions and ended, “because of YOU.” Popeyes replied, “I ain’t reading all that.”
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The psych of why it works
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