Colossal brands like Pepsi, Delta, Hyundai and MasterCard all shelled out hundreds of thousands of dollars to be top line sponsors of last night’s Grammy Awards, but it was fast food restaurant chain Arby’s that scored the most notable celebrity nod of the evening through their use of social media.

With seven nominations and four wins including Producer of the Year, multi-talented singer-songwriter, rapper and fashion designer Pharrell Williams was the clear star of the 2014 Grammys. Still, it wasn’t the producer’s armful of golden gramophones that sparked a social media reaction from the fast food brand.

Apparently Arby’s social media team was watching the awards live with the rest of the world because they wasted no time in recognizing the uncanny resemblance of Pharrell’s oversized Dudley Do-Right style hat to their own trademarked logo. Reacting at the speed of Oreo, Arby’s tweeted: “Hey @Pharrell, can we have our hat back? #GRAMMYs”

Within 13 hours, the friendly jab had over 75,000 retweets. Even more impressive, the tweet sparked a response from Pharrell himself, who early this morning tweeted: “Y’all tryna start a roast beef @Arbys”

It’s hard to place a dollar value on such a spontaneous, authentic celebrity interaction with your brand, but it’s safe to assume it cost Arby’s a lot less than the millions spent by other sponsors that night.