Arby's Restaurant Group, Inc.

Rob Lynch, President
Jim Taylor, Chief Marketing Officer
Jeff Baker, Vice President, Brand Advertising & Content
Emily Paradowski Ciccone, Director, Advertising and Content
Josh Martin, Senior Director, Digital and Social Media
Christopher Fuller, Senior Vice President, Communications
Luke DeRouen, Senior Director, Brand Partnerships and PR
Matt Baker, Manager, Corporate Communications

Edelman *Lead Agency

Chris Potter, Vice President, Brand

Fallon *Lead Agency

Chris Campbell, Group Account Director

Moxie

Initiative

Entering 2014, Arby’s was a 50-year-old brand in steep decline. As the landscape of fast food and fast casual expanded rapidly, Arby’s had lost relevance, locations, and sales. It was perceived as the place for roast beef, but roast beef was a miniscule part of fast food visitation. The brand repositioned itself, doubling down on the meats, showing that Arby's had more variety and higher quality. “We Have the Meats” was launched, shifting a dying fast-food chain to one of the fastest growing in the industry.