Arby’s Free Sandwich Month
Group CD
Joe Johnson
ACD
China Levy
Art Directors
Nathalie Elwood, Steve Torres
Copywriters
Manuel Garcia, Neil Lopez
It’s 30-days of Arby’s going directly at their haters. It’s over 60 pieces of unique content. It’s the largest campaign of the Fallon x Arby’s 10-year partnership.
Arby’s is the butt of a few dozen internet jokes. But once people actually try Arby’s, they usually switch sides. So how do you flip the trolls into fans? You give them an offer they can’t refuse. You have the Arby’s Voice (aka Ving Rhames) hand-feed it to them during Final Four weekend.
Here he is, on-screen, for the first time in the We Have The Meats era:
Arby’s Try Detector Test
Arby’s had a hypothesis:
✍️ hook up 4 Arby’s haters to a fake lie detector test
✍️ make them eat their words
✍️ words that were printed directly on their sandwiches with edible ink
✍️ do all that, and they’d change their hater views forever
✍️ Conclusion: Arby’s is delicious, and also really good at hypothesizing; all 4 haters took back their tweets
Arby’s Quote Tweet IRL
Here’s the deal:
🤝 this hater said they won’t eat ‘The Arby’s’ unless it’s free
🤝 we said “bet”
🤝 we found a mural artist
🤝 they turned this hater’s tweet into a special announcement:
🤝 anyone can get a free sandwich
🤝 even this Arby’s hater
Free Sandwich Month :15s
it’s not an Arby’s campaign without a few :15s 🎬 these all ran to support full-frontal Ving 🎬