Arby's | Free Sandwich Month

Arby’s | Free Sandwich Month

American pop culture has made Arby’s the punchline of the internet’s most recycled jokes. 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 sandwiches, even Arby’s hater.

Real trolls become our medium. We turned their own words against them everywhere we could. We even had the iconic 12-year voice of Arby’s, actor Ving Rhames, appear on camera for the first time to say it to a hater’s smug little face during NCAA Final Four Weekend.

360 campaign. Broadcast. Social campaign. Stunts. OOH. Radio. Paid social. Those weird little 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 their hometown with an IRL Quote Tweet. 🪧

we wrote :15s 📺

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

and :06s 👶

and, yes, even radio. 📻

result:
🏅 1x Effie 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
🏆 press: 🗞️ AdAge 🗞️ Muse by Clio 🗞️ Little Black Book 🗞️ Today.com 🗞️ Men’s Journal 🗞️ Shots 🗞️ Time Out 🗞️ USA Today 🗞️ Food & Wine 🗞️ New York Post