Bae, for those of you who don’t know, is a favorite word of kids these days. I had to ask my 23-year-old colleague for a definition. Basically, “bae” is a term of endearment.

Now brands are getting in on the bae action, trying to be bae with everyone on social media. In response, the Brands Saying Bae Twitter account makes fun of corporate accounts that try to act cool. 

Accounts like Pizza Hut:

… and Whole Foods:

Really, Whole Foods? We tweeted “bae” before it was cool: