Arby’s - We Have the Treats

About the Role

Alongside my 6 team members, I made a creative campaign for the well-known titan of the meat industry, Arby’s. After our initial conversations with the client, they wanted to go in a completely different direction from the status quo. Once they said that, we took it as a green light to trade in the meats for the treats. Based on our preliminary research, Gen Z women overwhelmingly preferred Arby’s side items to their main menu items. This led us to base the campaign around “treating yourself” to the side items. Admittedly, the tagline “We Have the Treats” was somewhat low-hanging fruit, but I couldn’t pass up the opportunity to play on their well-known “We Have the Meats” slogan. Once we established the tagline and the tone we wanted to take, the rest of the campaign really fell into place. I had the pleasure of working on social, an SEO refresh of the side items web page, a podcast ad script, and even SWIMSUITS (you read that right, Arby’s swimsuits). Overall, working on this campaign was a treat (pun intended).

With our campaign scheduling being slated for around Spring, we developed the “Pick a Side” bracket to coincide with March Madness and capitalize on everyone being in a bracket mood.

Copy: Quint Warren

Art: Heaven Robinson