On Twitter, questions to fast food chain Wendy’s official account are answered with a dash of attitude and a side of sass. Unlike the more formal messages that firms typically send, brands like Wendy’s have incorporated distinctively human attributes—including the ability to think and feel, the capacity for creativity, and the presence of a personality—to anthropomorphise the brand through personified content. We predict that personified brands can develop stronger relationships with users by incorporating human-like elements into their digital content. As a result, stronger brand relationships would improve a personified brand’s word of mouth by transforming consumers into advocates.