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Arby's

 

Work from our past while at Fallon

 

Re-Brand // Film // Digital // Social 

It’s never too late for
a brand to find itself.

How your grandad’s favorite roast beef shop became the fastest growing restaurant brand in America posting 20% sales growth on the back of the world’s most effective brand campaign in 2018. Seriously.

Arby’s had a problem. Specifically, it had a roast beef problem. 50 years of marketing roast beef sandwiches had worked so well, that when the brand diversified its portfolio and quality of meats, consumers were literally blind to it…

“I wish they sold chicken sandwiches.”

 

- A customer, standing in front of an Arby’s menu board, that HAD chicken sandwiches on it. Seriously.

We showed it how it is.

A repositioning designed to visually and tonally force consumers to reassess their perceptions of the brand.

The supporting campaign unapologetically shoved deli-quality meat rounds in people’s faces to meat proselytizing courtesy of Ving Rhames became an envy of the entire industry.

We proved the
naysayers wrong.

No one actually believed that Arby's smoked their Brisket for 13 hours, even though it's true. So we showed them, right to their faces, with a 13 hour long commercial that won a Guinness World Record for the longest commercial to ever air on television.

We apologized for our mistakes.

When Arby's forgot to feature Pepsi in one of it's ad's we had some fun with it.

To this day it's some of PEPSI'S favorite work.

And we never ran
from a fight.

A orchestrated long running spat with Jon Stewart punctuated the product work, helping elevate it into the annals of the all-time great brand campaigns.

All to say, the work completely changed the course for Arby's.

the brand became America’s fastest growing restaurant, posting 20% sales growth, earning the 2018 gold global Effie for sustained success. You read that right, it was the most successful brand campaign in the world.

20%

Sales Increase

2018 Grand Effie For Sustained Success

Fastest Growing

QSR of 2015