Arby's | Free Sandwich Month

Arby’s | Free Sandwich Month

American pop culture makes Arby’s the punchline of the internet’s most recycled jokes, but many haven’t even tried it. So we gave everyone a deal they couldn’t miss: a whole month where anyone could eat free Arby’s—even Arby’s hater.

We made real trolls the medium, and first had the iconic voice of Arby’s, actor Ving Rhames, go on camera for the first time and say it to a hater’s smug little face during NCAA Final Four.

360. Broadcast + Social campaign. Stunts. OOH. Radio. Paid social. Those pause ads on Peacock TV.

next on social: we made real Arby’s haters eat their words with the Try Detector Test. 🔍

then we called out this real hater in her hometown with an IRL Quote Tweet. 🪧

we also turned her tweet into a very real street mural
(refresh to watch). 🔄

we even made her tweet our facebook cover photo. 📔

we wrote :15s 📺

(these all ran so full-frontal Ving Rhames could fly)

and :06s 👶

and, yes, even radio. 📻

result:
🥉 1x Bronze Effie Award
🥇 1x Gold Drum Award
🏆 5.9 billion earned impressions
🏆 148% increase in Arby’s rewards sign-ups
🏆 554k new downloads of the app
🏆 43% returned to Arby’s the following month
🏆 12+ years and countless attempts later, we finally had the Arby’s voice appear on camera
🏆 1st sales boost for Arby’s in a year
🏆 1 t-shirt going for $17.07 on ebay
🏆 press: 🗞️ AdAge 🗞️ Muse by Clio 🗞️ Little Black Book 🗞️ Today.com 🗞️ Men’s Journal 🗞️ Shots 🗞️ Time Out 🗞️ USA Today 🗞️ Food & Wine 🗞️ New York Post