We Made People Sandwiches.

activation | social

#makemysandwich

Arby’s was known for one thing, their classic roast beef sandwich, but with an updated menu offering a variety of new delicious sandwich options, Arby’s wanted to lead the sandwich conversation among fast food competitors on social. One catch though–they weren’t even in the sandwich conversation.

SANDWICH AWARENESS

To build awareness to their new 17 sandwiches, we knew we had to first break through the cluttered social feeds of fast food fans. Inspired by the hand crafted nature of the Arby’s sandwich offerings, we stepped away from the overly common digital production on social and hand crafted a social brand activation that nobody’s ever seen before.

So, to own the sandwich conversation on social, we made people sandwiches on social. Literally. From celebrities to everyday people, we meticulously handcrafted portraits using only fresh Arby’s sandwich ingredients. These hyper-personal meat masterpieces cut through the clutter of disposable digital postings. If you posted a request to @Arbys with #makemysandwich, you got a freshly handcrafted sandwich portrait. Our team made close to 1,000 in the first week alone. We got so many requests, we ended up starting @sandwich on IG as an all new content channel for Arby’s.

RESULTS

The campaign had an insane 99% positive sentiment on social along with 17 Million Twitter Impressions, 11 Million Facebook Impressions, and 5.5 Million Instagram Impressions. Arby’s dominated the social sandwich conversation but we were successful in much more than that. After the campaign ended, the overall Arby’s brand’s sentiment on social shifted from -8% to +61%. A nearly +70% improvement from one campaign.