Wendy’s Spicy Nuggets Will Return on August 19 | Eater

"A national fast-food chain that has been staging high-profile social media stunts around the return of its spicy chicken nuggets, which were pulled from menus in March 2017. The brand leveraged celebrity attention (including a Chance the Rapper tweet) to promise a reinstatement in exchange for two million retweets, teased fans with a cryptic Google Calendar “lunch” invite for August 19 and nugget-themed imagery, and has previously run publicity stunts such as a lifetime (non-spicy) nugget giveaway and even a mixtape of dis tracks aimed at competitors. The spicy nuggets themselves are celebrated by some critics for an intense, building heat, and the company’s sporadic reappearances of the item appear designed to create a cult-like, McRib-style phenomenon to drive excitement. The promotional push has also occurred amid criticism and campus protests over the chain’s refusal to work with tomato growers affiliated with the Fair Food Program, drawing public rebukes from figures like Amy Schumer and Alyssa Milano while the company so far has not announced a change in sourcing practices." - Greg Morabito