Arby's Flaunts New Brown Sugar Bacon with Launch of Vegetarian Support Program

This case study describes how Arby's, a US bacon brand, introduced a new bacon product, increased sales, spurred consumer engagement and generated media coverage by targeting the brand's anti-audience - vegetarians.

Arby's Flaunts New Brown Sugar Bacon with Launch of Vegetarian Support Program

Agency: Edelman New York

Introduction: Specifically explains the impact that strategy had on the resulting campaign or outcome.

We introduced Arby's newest meaty menu addition by targeting the Brand's anti-audience - vegetarians, fully knowing the risk of potential outrage, but also knowing Arby's core meat-loving demographic and the media would eat it up.

The Arby's Vegetarian Support program excited and engaged consumers and grabbed the attention of media outlets across the country, turning possible outrage into something outrageously funny.

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