Arby’s: Arby’s had beef with the burger industry, so they fixed it.

Arby’s, the US-based fast food chain, revitalised its image with an earned media campaign promoting a limited-time wagyu burger, delivering over 4bn impressions and tripling sales goals.

Executive Summary

Objective

How did Arby's turn a tasty limited-time menu offering - in an already crowded-to-capacity burger market - into the most incredible, craveable, gotta-friggin'-have-it burger on the planet?

A 2020 National Cattleman's Beef Association survey revealed that consumers look most for taste, overall quality and value in burgers, and many go beyond fast food and try burgers at casual or fine-dining restaurants.

So, the "King of Meats" went as premium as premium can go with a wagyu burger. Well known as the ultimate in beef but too rare and expensive for most people to have tried it, wagyu's...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands