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Arby's
Arby's Engages Anti-Audience with "Vegetarian Support" program to Introduce Brown Sugar Bacon

RAN IN: United States

CLIENT
Arby's Restaurant Group, Inc.

Christopher Fuller, Vice President, Brand and Corporate Communications
Luke DeRouen, Director, Brand Communications and Content
Jason Rollins, Manager, Corporate Communications

AGENCY
Edelman *Lead Agency

Chris Potter, Senior Account Supervisor
Brendan Streich, Senior Vice President, Corporate Group Head


SUMMARY

Bacon is everywhere. The conversation around this meat is so oversaturated that any restaurant daring to bring attention to their unique bacon is fighting an uphill battle. But, if anyone could, it would be Arbys. To drive sales of this new candied product the team created a savvy and engaging campaign targeting Arbys anti-audience: vegetarians. Born was Arbys Vegetarian Support program, the results of which not only generated exceptional consumer engagement, but also helped evolve perceptions of the brand and ultimately, delivered Arbys the most successful product introduction of 2015.

CASE VIDEO


Hero Medium: Branded Content

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, PR, Other (Hotline, PSA-like video, branded microsite)

Audience: Other

Objectives: Increase awareness

Type: Business to Consumer

Classification: National, Multinational

Language: English