Wendy’s is holding a look-alike contest—with a grand prize of free burgers for a year—to celebrate World Redhead Day

Calling all redheads to the front! Wendy’s is honoring its roots by holding a look-alike contest for its iconic logo in New York City on May 26, World Redhead Day. Fans are encouraged to show up as the best version of Wendy, the redheaded mascot with pigtails and freckles originally modeled after one of Wendy’s founder Dave Thomas’s own daughters. The contest winner earns free Dave’s single hamburgers for a year.  In a statement, Wendy’s said redheads bring a bold energy and leave an impression—a presence the fast-food restaurant chain has always recognized as part of its own story. “Since 1969, Wendy’s has leaned into what makes it different, and World Redhead Day is a moment that reflects that same mindset: one that celebrates being unforgettable instead of blending in,” the chain said in a statement. “The look-alike contest brings that idea to life in a way that is social, visual, and fun—a live celebration of the people, personality, and spirit that make redheads, and Wendy’s, impossible to forget.” How do I enter the contest? Participants, who must be 18 years or older, can enter the contest at Seaport Square in Manhattan’s Financial District on May 26. The event includes giveaways, photo ops, and special surprises. The competition will take place over three rounds. Would-be Wendys need to capture the iconic look of the logo IRL, prepare a social media post channeling the brand’s tone for National Hamburger Day, and perform an original Wendy’s commercial for judges. The judges’ scores will determine the grand prize winner. A look at World Redhead Day Celebrations Redhead Day celebrations began in the Netherlands in 2005. Dutch artist Bart Rouwenhorst put out a call for redheaded models for an art project. He received a large number of responses and brought everyone together for a group photo.  Every year following, Rouwenhorst organized a redhead meetup, which grew into the annual Redhead Days festival. Attendees travel internationally for the three-day celebration, which features music, food trucks, and workshops tailored specifically to redheads. This year’s festival is set to take place in August. The first and only festival in the U.S. dedicated to celebrating redheads launched in 2015 in Illinois. Wendy’s is no stranger to going viral Wendy’s is joining the viral trend of look-alike contests, which have gained prominence over the past two years. Celebrity look-alike contests have been held for Timothée Chalamet, Harry Styles, Jeremy Allen White, Zendaya, and others. While Wendy’s is no stranger to joining trends on social media to connect further with fans, the tactic has also stirred up some controversy for the brand over the years. In April 2025, the chain commented on an X post announcing the return of singer Katy Perry from a celebrity-stacked suborbital space flight on Jeff Bezos’s Blue Origin rocket. “Can we send her back,” the official Wendy’s X account posted.  “When we said women in stem this isn’t what we meant,” the brand commented under a post of Perry kissing the ground upon her return. Widespread backlash across social media quickly followed, with many users decrying the brand’s comments as out of line. That prompted Wendy’s to issue a statement to People: “We always bring a little spice to our socials, but Wendy’s has a ton of respect for Katy Perry and her out-of-this-world-talent.” A look-alike contest may be a way for Wendy’s to work on rehabilitating its social media presence. Some users commented under the Wendy’s Instagram post announcing the look-alike contest that they’re still waiting for another announcement—who will be Wendy’s chief tasting officer (CTO). In March, Wendy’s invited fans to submit applications for the role to create content and represent the brand (and win a $100,000 prize). “Y’all can’t be moving onto your next marketing scheme without announcing the CTO,” one user commented.