Agency: Moxie/ROAR
Product Description
In September 2015, brand sentiment for Arby's was -8%. Our goal was to not only elevate that historically low number, but to also propel the brand to the forefront of the QSR category – an extremely cluttered space where advertisers were outspending Arby's at an exponential rate. Despite Arby's 50-year legacy, it wasn't part of the cultural conversation and didn't have an authentic way to join in. Cue the reinvention and rebirth of Arby's Social Marketing.
Objective of the Campaign
We abandoned traditional messaging to target smaller, niche passion points – with a particular focus...