Arby’s: Slicing Up Freshness
Problem
Subway and other “fresh” food eateries were stealing Arby’s lunch money. Our assignment was to help the chain regain its footing.
Insight
Arby's is the only fast-food sandwich shop that freshly slices its meat. But these days, everyone claims to be "fresh." So how do you get credit for freshly-sliced meats, fresh food pairings, and a fresh approach to value in the fast-food category?
Idea
We decided to send New York City's toughest and most-celebrated detective, Bo Dietl, on a one-year journey to uncover the truth about freshness.
He discovered that their approach to freshness helps Arby's Rueben goes toe-to-toe with New York City's best.
He proved that fresh pairings help Arby's sandwiches stand up to the toughest critics.
When we didn't use Bo, we had fun with people's fresh approaches to eating our food.
And then we took a fresh look at value, encouraging people NOT to share.
Results
· Over the course of a year and more than 30 spots, the campaign more than doubled Arby's social audience, increased sales, and started a conversation about what "fresh" really means.
