Arby’s: Heating up TikTok and TV screens with the Diablo Dare

Arby’s, the US fast food restaurant, launched a new spicy sandwich with a social media challenge, resulting in 3bn social impressions and 5,200 social mentions.

Executive Summary

Objective

Many fast-food restaurants suck at spicy, leaving true spice-lovers disappointed with lame attempts at heat. And when it comes to the intersection of "Bro Culture" and Hot Food Fanatics, it's nearly impossible to escape the "torture test" mentality that permeates the landscape.

Arby's understood that they needed to create a "test" that captured the imagination of the thought leaders who carry the conversation around spice. So, they dove into the heat game with the Diablo Dare - a sandwich topped with jalapenos, fiery sauce, ghost pepper cheese, and spicy seasoning, served on a chipotle bun - and...

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