Yes, companies on Reddit have learned to use memes to promote their product organically on that site. And if a meme is particularly good, soon you have unaffiliated users happily parroting it, just like that "Hotel? T***" which I've seen mentioned so many times on that site from random users.

Or just have a memelord managing your Twitter, and soon your latest funny post will find its place all over the internet. I have never eaten at Wendy's in my life nor stepped on US soil once, yet I have seen their "memes" dozens of times.